Successful Strategies for Brand Change: Insights from Marketing Week Australia
John Davidson
Marketing Week 2012, held in the South Australian capital of Adelaide, was tied to the theme of change. How and why various brands have successfully changed and evolved was a popular topic, and examples of brands that have been effective in driving effective change were cited by different speakers.
Among the brands sharing their strategies for change were Australian retailer Myer and telco Telstra(see separate coverage of those sessions). Other examples included a highly decorated rebranding campaign by National Australia Bank, plus a look...