The Marketing Bureau

By Michael Schrage
First Published on hbr.org

The digital marketer who effectively runs Qantas Airlines' highly regarded — and very successful — loyalty program has an unusual iPad problem. Flight attendants on Australia's flagship carrier can now get up-to-the-minute data on the airline's most elite and valued frequent flyers displayed on their onboard tablets. The information is useful, helpful and the app was a digital innovation actually sought by Qantas staff. Read more >>

By Brian H Meredith
From the NZBusiness"Marketing Maestro" Archive
First published June 2013

When we get up in the morning we take a shower, shave some stuff, clean our gnashers and the females amongst us apply makeup (as do some of the men!). Then we carefully ( some more carefully than others), choose what to wear, make sure our shoes are clean, perhaps apply a fragrance and, finally, stand in front of the mirror to ensure that we are happy with what others are going to see. Read more >>

How Do You Regain Customer Trust?
By Richard Owen
First Published on mycustomer.com

Brands can, and do, come up against issues and crises that unfortunately can crop up at any time. How these issues are dealt with is one thing, but equally important is how organisations listen to their customers and understand them in the period afterwards to re-build trust.  Read more >>

5 Surprising Facts
by Rob Fuggetta
First Published on imediaconnection.com

Marketers’ interest in Brand Advocates is hot, hot, hot. Driving advocacy and loyalty is the #1 digital priority for CMOs across the world, according to a recent IBM study. (“From Stretched to Strengthened.”) Read more >>