Marketing ROI

Photograph of a shopper's hand reaching for an amber jar labelled with a gold kangaroo and the words 'Made in Australia', priced at $24.99 beside a similar product, suggesting the price a credible country-of-origin signal can command at the point of choice.

 • 5 Jun 2026

Provenance Premium: Pricing Country-of-Origin Trust

Where a product comes from can earn a brand consideration and price it would not otherwise command. Most trackers record the sentiment Read More

brand health metrics Consumer Insights Marketing ROI Brand Strategy Brand Health Measurement strategic brand measurement Defensive Visibility Willingness to Pay Pricing Power Provenance Premium Brand Trust Country of Origin Elasticity Signals
Photograph of a branding iron searing the word 'Name' in glowing molten letters into dark leather, with orange dollar signs rising in the smoke above it, suggesting a brand name carries real, measurable commercial value of its own.

 • 29 May 2026

Brand Name Equity: What Zip Paid to Keep a Word

When a brand name is a load-bearing commercial asset, the cost of losing it can exceed the cost of buying it back. Zip just proved the Read More

brand health metrics brand equity Consumer Insights Marketing ROI Brand Strategy Brand Health Measurement strategic brand measurement Defensive Visibility Trust Penalty Switching Window
Top-down photograph of an Australian marketing leader's desk showing the Federal Budget papers opened beside a tablet displaying a brand health dashboard with segment-level charts, suggesting the work of translating macro signals into category-level decisions.

 • 8 May 2026

Defensive Visibility: Reading the Budget Through Brand Metrics

The federal budget reshapes consumer demand within weeks. Marketing teams that wait for the effect to show up in commercial outcomes Read More

marketing strategy brand health metrics Consumer Insights Marketing Strategies Marketing ROI Brand Health Measurement strategic brand measurement Marketing planning 2026 Marketing Forecasting Demand Planning Budget Allocation Defensive Visibility Federal Budget
Close-up photograph of a magnifying glass resting on printed financial charts with rising bar and line graphs, set on a wooden desk beside stacked books and a graduation cap, with an Australian flag and blurred university campus in the background.

 • 6 Mar 2026

How Brand Tracking Can Predict University Enrolment Risk

Most Australian universities run some form of brand tracking. They measure awareness, favourability, and consideration among Read More

brand tracking Marketing ROI Higher Education Enrolment Risk
Marketing Roulette

 • 5 Mar 2025

Why Launching a Big Campaign Without Research is Marketing Roulette

Not long ago, I found myself across the table from a very enthusiastic marketing director. She’d finally convinced her executive team Read More

brand research Marketing ROI Campaign Measurement