Authentic storytelling has the power to influence

Alison Brown | Group Account Director Communications, Media, People Leave a Comment

There’s been a lot of discussion lately about what some are calling the rural-urban divide. Farmers and other hard-working rural folk feel they are being unfairly labelled as ‘environmental vandals’ for farming practices that contribute to climate change and the degradation of New Zealand’s waterways. Coupled with this are claims that dairy farmers mistreat their animals through winter grazing or …

How to transform your brand through storytelling

Alison Brown | Group Account Director Branding, Marketing Leave a Comment

Imagine that you’re in the market for a good moisturiser and you have the option of buying one of two brands. The cost and ingredients are nearly the same – the first product gives you a straightforward description of volume and benefits to your skin. The second features messages about the benefits, but it also carries a story about the …

“Would you like a bag with that?” The pleasure and pain of going plastic-free.

Alison Brown | Group Account Director Marketing, Sales, Trends

Last month I found myself jumping on a much-hyped consumer bandwagon. During Plastic Free July, I bought a kit online and made solid shampoo bars. The kit cost a whopping $40 and I can only assume the price factors in the cost of ingredients, shipping and the smugness I felt after successfully washing my hair with a bar of soap …

Emojis adding value in a digital world 

Alison Brown | Group Account Director Technology

A New Zealand news outlet claimed recently that writing a story with pen, paper and actual words was becoming a dying art because emojis were taking over the world. Surely, this was hyperbole. The evidence that supposedly supported this claim was a YouTube survey suggesting that emoji usage was taking its toll on the way we write. More than 90 …

Facebook News Feed Changes

Alison Brown | Group Account Director Marketing, Social Media, Technology

The social media marketing world has been abuzz this month with reaction to Facebook’s announcement that it’s making significant changes to its news feed algorithm. The social media giant is prioritising “meaningful” person-to-person interactions among friends and family over posts from Facebook pages. These updates will result in fewer posts from pages in the news feed.  Alison Brown | Group …

Raw addiction – the rise of ephemeral content

Alison Brown | Group Account Director Marketing, Social Media

In the constant push by brands to win the attention of customers on social media, one of the most successful strategies this year has been to use ephemeral content. Ephemeral content is fleeting, timely and relevant. It is often shot straight from the hip and, as such, tends to be raw but at the same time innately human. This lends …

Marketing Renaissance

Alison Brown | Group Account Director Marketing

Out with the new, in with the old A marketing renaissance has occurred for some ‘old’ means of communication and brands looking to refresh their marketing strategies could benefit from taking a new look at old ways of doing things. Podcasts The biggest comeback of them all must be pre-recorded audio. Whether it’s business, tech, or true crime topics, people …

Chatbots and communications – is AI all that it’s cracked up to be?

Alison Brown | Group Account Director Social Media, Technology

Technology is helping brands connect with customers better than ever before. Through chatbots and social media, brands can engage with customers at levels that drive the desire to purchase. Brands that are seen to prioritise online customer engagement and respond quickly to enquiries are generally well regarded. Facebook has made it even easier for customers to measure and compare the …

After the final rose – finding fame and influencing people

Alison Brown | Group Account Director Social Media

Even if you’re not a fan of reality TV and orchestrated romance, it’s hard not to acknowledge the popularity of shows like The Bachelor. Season three of the New Zealand franchise featured a bevy of Kiwi girls competing to win the heart of surf sports coordinator Zac Franich from Orewa. The finale revealed the last girl standing was Viarni Bright, …