Tom Morris

Tom Morris

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Photograph of a supermarket shopper comparing options on their phone while reaching past the untouched eye-level shelf for a plain cheaper product below, illustrating that switching brands has become normal Australian consumer behaviour.

 • 28 Aug 2026

Switching Is Now Normal: What 2026's Consumer Data Means for Brands

Fifty-seven per cent of Australians switched at least one provider in the past year. Not considered it, not compared plans in a Read More

brand tracking customer loyalty Switching Window brand switching Australian consumers
Photograph of a boardroom where a presenter stands beside a dashboard showing a dipping metric while executives raise hands with questions, illustrating that syndicated brand tracking dashboards report movement but cannot explain it.

 • 21 Aug 2026

Custom Brand Tracking vs Syndicated Dashboards: Which Fits When

At some point, most Australian marketing teams that get serious about brand measurement face the same fork: a syndicated tracking Read More

brand research Custom Brand Tracking Syndicated Brand Tracking brand tracking agency Tracksuit
Photograph of a marketing leader pushing aside a glossy report with one big upward chart and annotating a plain working document headed 2027, illustrating choosing governing brand metrics over vanity metrics when setting KPIs.

 • 14 Aug 2026

How to Set Brand KPIs for 2027: What to Measure Before Plans Lock

Between now and November, most Australian marketing teams will lock their 2027 plans. Budgets will be argued, channel splits decided, Read More

brand tracking measure brand equity Brand KPI's Brand Metrics Marketing Planning
Photograph from inside an empty car showroom of a small retro city car being admired and photographed through the window by passers-by who do not come in, illustrating a brand that is universally recognised but no longer bought.

 • 7 Aug 2026

When Everyone Knows You and Nobody Buys: Fiat's Australian Retreat

In June, Ferrari sold 16 new cars in Australia. Lamborghini sold 18. Fiat, a brand every Australian can name and most can picture down Read More

brand salience brand awareness brand tracking mental availability Fiat Australia
Photograph of a hand fanning out a thick stack of generic unbranded loyalty cards where almost all look pristine and untouched while only one or two are visibly worn from use, illustrating how high loyalty membership conceals that few members are actually active.

 • 31 Jul 2026

The Loyalty Illusion: When Membership Hides the Truth

Loyalty programs post record membership while active engagement falls. The headline number is a vanity metric concealing the one that Read More

brand measurement Customer Retention Switching Window Elasticity Signals Segment Drift Commercial Measurement Loyalty
Photograph over a person's shoulder of a laptop showing a generic AI chat assistant giving a single self-contained answer to a question, with no links or search results to click, illustrating how AI answers brand questions directly and the customer never clicks through.

 • 24 Jul 2026

Why AI Search Makes Perception Measurement Non-Negotiable

As discovery moves into AI answers and behavioural signals go dark, asking people directly becomes the reliable signal, not the Read More

brand tracking brand measurement Defensive Visibility Trust Penalty Commercial Measurement Perception Measurement AI Search