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Making sure your sponsorship makes sense for your brand

Businesses can use effective sponsorships to add credibility to their brands, get in front of the right people and even improve their corporate social responsibility credentials. While, at its core, it is an exchange of money for services, a sponsorship can be so much more. More than a logo on an invitation or a branded banner at an event, it provides business access, connections, resource support, credibility, audience access, data, and helps to share public perception of your brand in a way that can be hard to achieve through internal marketing efforts alone.

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What’s in a slogan? – the dos and don’ts of company taglines

Think Different – a bad use of grammar, and perhaps the most effective slogan of the 21st century. Apple, on the back of innovative products, exceptional marketing and this simple, two-word slogan, has become one of the most valuable companies in the world with legions of devoted customers. But what is it that separates a good slogan from a meaningless tagline? And can a memorable slogan really make that much of a difference to a business’s success?

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Festivals and events: Cutting through the noise to maximise your media

Across Australia, thousands of events and festivals are held each year and large or small, they are all are competing for our attention. The experience economy is still the driving factor in what draws crowds, so it’s essential to paint a unique picture for prospective visitors in order to cut through the noise and secure a place in their calendar.

On any given day there are multiple events for audiences to choose from. In order to sell the experience, the media and marketing strategy needs to create a sense of FOMO by sharing strategic content that builds buzz around the event.

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Identifying risk – Known knowns, known unknowns and unknown unknowns

It was US Defence Secretary Donald Rumsfeld who most famously opined about “known knowns, known unknowns and unknown unknowns”.  It was 2002 and the US was on the brink of the war on Iraq. Rumsfeld was musing about the lack of evidence linking the government of Iraq to the supply of weapons of mass destruction to terrorist groups.

It was a clumsy turn of phrase, but arguably an effective summary of the reality facing anyone making decisions under uncertain conditions. Placing the politics of war to one side, in today’s world of cut-throat business, leaders are compelled to make choices every day which are impacted by factors known and unknown.

The challenge for businesses looking to minimise risks is to better understand their known knowns and known unknowns and, most importantly, have contingencies in place for unknown unknowns, which Rumsfeld correctly identified as the “category that tend to be the difficult ones”.

It is often risks which fall into this unknown unknowns category that are most prevalent in matters of reputation, brand and engagement.

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Queensland State budget 2019: How to create comprehensible content out of complex material

A few days ago the Treasurer, Jackie Trad, handed down the Queensland State Budget. As with the recent Federal Budget, the budget release was followed by  piles of content, analysis and commentary, including our own Budget Snapshot. However, while businesses across Queensland jostle to provide unique perspectives on the content of the budget, the budget process itself is a fascinating piece of communication.

Australian budgets are unique political events, the opportunity for the government of the day to both develop a detailed policy offering and convert that into a clear political message to sell to the electorate. It is an exercise in turning highly complex information into understandable, and marketable, messages. So, what lessons can businesses learn from Australian budgets?

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