Five Future-Proofing Secrets of Australia’s Most Enduring Brands

The article provides practical advice from four of Australia's most enduring brands on how marketers can engage across generations and maintain loyalty amid a fast-changing demographic and social landscape.

Five Future-Proofing Secrets of Australia's Most Enduring Brands

Anna HamillWarc

Today's Australia is very different from the one that iconic Aussie brands Arnott's Biscuits, Lion Beer and ANZ Bank established themselves in more than a century ago.

How can Australia's most loved brands evolve their stories to reflect the values of modern Australia, without overlooking the core brand values that made them so beloved in the first place?

For a panel at Mumbrella 360 in Sydney, four senior marketers from ANZ Bank, Lion Beer, Arnott's and Australian Radio Network reflected on what builds long-lasting brands in Australia, and...

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