Stories by Brand Health

Lone wolf standing on a hill at twilight overlooking a flock of sheep in a valley, symbolising how Australian brands can steal market share and outplay competitors during economic downturns.

 • 18 Sep 2025

How to Steal Market Share While Everyone Else Retreats

The Wolves and the Sheep In 2008, while most Australian brands slashed marketing budgets and hunkered down for the global financial Read More

Brand strategy in tough economic times CMO recession marketing playbook How to steal market share in Australia
Cracker Barrel logo sign against stormy sky illustrating the brand's 2025 rebrand crisis that led to $200 million loss

 • 18 Sep 2025

The Brand Disaster Every CMO Should Study

The Day the Stock Market Delivered Its Verdict On Thursday, 21 August 2025, Cracker Barrel's share price plummeted 12% in a single Read More

rebrand failure case study brand asset management brand recognition research
Split image showing closed Jeanswest store with sale signs on left and crowds queuing outside Mecca beauty store Melbourne flagship opening on right, illustrating Australian retail crisis contrast 2025

 • 11 Sep 2025

Why Mecca Is Opening 70 New Stores While Jeanswest Dies

The morning that changed everything It's March 2025, Melbourne. Across 90 Jeanswest stores nationwide, red "sale" signs plastered on Read More

Australian retail crisis 2025 Mosaic Brands collapse Jeanswest closure Mecca vs Temu retail strategy
Digital illustration of multiple red Black Friday sale signs with bold 'SALE 30% OFF' text, contrasted by one distinctive green sign in the centre, symbolising how CMOs can build brand distinctiveness to stand out in discount-heavy promotional clutter during peak retail season.

 • 4 Sep 2025

Why Discounts Are Killing Your Brand (and How to Survive Black Friday)

It's September in Melbourne, and Sarah, CMO of a leading Australian homewares brand, stares at her calendar. Click Frenzy looms in Read More

Black Friday Marketing Strategy Australia Brand Distinctiveness vs Price Competition CMO Promotional Planning Guide
AI marketing strategy comparison showing creative risk-taking brands achieving 4x higher profits versus generic marketing approaches

 • 28 Aug 2025

Why 87% of Brands Are Failing at AI Marketing (And How the Brave 13% Win)

In an AI-powered world, efficiency is easy. Bravery is rare. And the bravest brands are the ones building enduring health. Read More

Brand Health Measurement AI Marketing Strategy Creative Risk Taking
Hewlett Packard

 • 21 Aug 2025

When Market Leadership Isn't Enough: Uncovering Hidden Competitive Threats in the B2B Printer Market

When Hewlett Packard approached us with what seemed like a straightforward request, we knew there was more beneath the surface. "We Read More

Market Research Case Studies B2B Technology Research Competitive Intelligence Australia