In 2019, Murray Howe created The Markitects — a business consultancy that gives companies and marketers the tools to adapt to the changing needs of modern business.
“As an experienced marketing leader, I knew first-hand the challenge of shifting an organisation to become more digitally adaptive and experience-focused. Here was an opportunity to help teams realise the full potential of their investment in Martech platforms,” said Murray Howe, Founder of The Markitects.
Howe had The Markitects name and the know-how, but he needed a bold yet simple brand to match his ambition to build better marketers.
The Garden Agency developed a brand story and identity that positioned The Markitects as a trustworthy source of strategic solutions in a frenzied corporate landscape. …
Guide Dogs NSW/ACT (GDN) engaged The Garden Agency to reinvigorate its internal brand story and communications in a way that empowered employees, clients and other key stakeholders to embrace a transformational shift.
For more than 60 years, GDN has provided services to people with blindness and low vision that assist them to lead safe and independent lives.
Now, a confluence of factors has changed the way the Not for Profit sector seeks to deliver superior services to clients, and better value for donor dollars.
“A significant increase in ageing Australians living with blindness and low vision is leading to increased demand for our services. Also the introduction of the NDIS means there is more choice and control for our clients. We needed to re-focus our mission moving forward to ensure we are meeting client needs.” …
Why is it brand values so often end up being meaningless words few can remember let alone live up to? The clue is in the name: they’re values — not unattainable, lofty virtues. Here’s what you can do to make yours work for you.
You value your people. We get it. You value teamwork? Look out world! And let’s not forget that all-time values fav — integrity.
Thing is, integrity is a given for any good human. If you have to remind your people to be honest and morally responsible by making it a value, you might have bigger problems. Either way, claiming integrity as a value is like water claiming wet. …
Are you making it in an accelerated world? This is the core question behind the AGSM @ UNSW Business School’s brand campaign which took home the NSW Brand Revitalisation gong at the AMI Excellence Awards in Melbourne on 17 October 2019.
The winning brand revitalisation has seen a significant increase in student enrolments, brand health indicators, awareness and digital engagement since the first series launched in mid 2018 and continued through a second series in 2019.
“There’s a misguided belief out there that MBAs don’t hold as much value as they used to and that’s just not true,” says Jodie Metaxiotis, Partner at The Garden Agency. “AGSM is a leading MBA school. To harness its existing brand equity, we injected it with a newly articulated purpose and refreshed narrative describing how MBA-equipped leaders can make an impact and contribute to a progressive society.” …
Many clients tell us one of the biggest challenges they face is consistency. That they want their entire organisation singing from the same song sheet, projecting a clear and consistent story through every connection and channel.
But as customers demands change on a daily basis, how do you stay ahead? Being crystal clear about what your brand stands for and why, is vital, but at the same time, brands need to flex and adapt over time, anticipating future desires.
First, never mistake consistency for repetition. …
Brands constantly seek to win over the heart, minds (and wallets) of customers. Are strategies based purely on selling functional benefits limiting for brands, in an ever-changing environment?
Whilst functional benefits provide credibility and appeal to our voice of reason (that logical part of our brain), emotional benefits, have a special connection to the heart, which is ever hopeful, dramatic and even unrealistic.
In fact, there are various pieces of research that indicate the ability of a brand to activate an emotional response, is crucial to influence customers, who are far from rationale and highly driven by ‘gut feel’.
Maybe your brand is just too emotional? …
Purpose before profit might be a radical idea for most businesses, but building a brand that is set up to do good and return good is now table stakes for today’s empowered consumer.
Being driven by profit only can be seen as self-serving, manipulative and arrogant. In fact it’s not uncommon for bad corporate behaviour and ignoring one’s morality to be the result.
Profit is essential to drive business, innovation, marketing and unless your purpose authentically delivers impact, it’s nothing more than beautiful branding rhetoric.
We all know how common it is for one organisation after another to jump on the virtue signalling bandwagon. Not following through is just as damaging for your brand and reputation. …
Every brand needs to define its purpose. But it doesn’t have to include the salvation of humanity to be powerful. In fact, unless you’re actually in the business of saving humanity, it darn well better not.
Yet somehow, lots of messianic purpose statements have floated to the top of today’s jumble of mission, vision and values corporate speak. They hang there out of place and awkward, like a toddler in a ball pit.
Thing is, if you build roads, sell software, make widgets or bake crunchy treats, you’re not here to save humanity. Even if those crunchy treats are gluten-free.
Don’t get us wrong, we’re all for having a purpose and sharing it. …
“The Millennial sector is a complex and diverse group that has grown up with digital technology. They have largely contributed to the transformation of communication across the globe, supporting the emergence and domination of social media and online activity. In effect, many are trailblazers through circumstance rather than by design.” Mark MacSmith, co-founder and managing director of Millennial Future.
It will be of no surprise to any modern business to hear that millennials (also know as Gen Y, born between 1982 and 1999) are incredibly savvy consumers. …
The future influences the present just as much as the past. Friedrich Nietzsche
Every business right now is being disrupted by a start-up that can exploit the weaknesses in your technological capabilities, regardless if you’re the leader in your category or not.
It’s no wonder so many spend their time and money re-inventing their brands to stay ahead. Organisations that can predict new trends and capture new micro cultures are better positioned to drive growth.
A brand update that optimises for the future, signals progression and can revitalise an organisation, especially if it has been in a ‘this is the way things are done around here’ operating mode for too long. …