Stories by Brand Health

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
Financial services brand tracking dashboard showing customer acquisition metrics and competitive analysis

 • 14 Aug 2025

Brand Tracking Lessons from Digital Lending Leaders: A CMO's Guide to Financial Services Marketing

The boardroom was tense. The CMO of a traditional financial services company stared at the quarterly brand tracking report, watching Read More

Brand Tracking Financial Services Customer Acquisition Marketing Strategy Financial Services Brand Research
Global Brand Tracking

 • 7 Aug 2025

Cross-Country Brand Tracking: The Complete Guide to Multi-Market Research Success (2025)

In today's interconnected marketplace, understanding how your brand resonates across different cultures isn't just valuable, it's Read More

cross-country brand tracking Asia-Pacific market research cultural response bias research
Emotional Branding

 • 31 Jul 2025

Leveraging Emotive Attributes for Effective Brand Positioning: Why Feelings Matter More Than Features

Imagine choosing between two brands of the same product – one has the fanciest features, while the other simply feels right. Read More

consumer decision making Brand Positioning Insights Emotional Marketing Strategy