Inside-out

11 Nov Our Archimedes Eureka moment: Australian Marketers shift investment to owned media channels

Posted at 03:05h in Blog, Inside-out by Jonathan Hopkins

According to PWC’s annual Entertainment and Media Outlook report, one in four Australian marketers are now investing between 20 and 30 per cent of their marketing budgets “building and maintaining their own channels”. The report’s editor, Megan Brownlow, said businesses are becoming advertising and media...

10 Nov Innovative Marketer Wylie Fowler shared with Sonder his view of the importance of owned media

Posted at 05:48h in Blog, Connect, Inside-out by Jonathan Hopkins

At Coca-Cola it was constantly reinforced that the pack, the bottle, is the primary symbol of the brand. It's the thing that lands in the hands of drinkers. It's the deliverer of the most powerful consumer engagement, the primary touch point. Both revered and valued. Today,...

07 Nov Inside-out Marketing: Creating valued content to drive sales

Posted at 06:10h in Blog, Grow, Inside-out by Jonathan Hopkins

This article talks about the convergence of paid, owned and earned media and the importance of content in elevating a brand interaction beyond a transaction to a valued experience. It gives the example of Marriot Hotels who wanted to move from being “just a hotel...

06 Nov Living your brand purpose: An intoxicating mix of content and activism

Posted at 03:21h in Blog, Brand Purpose, Inside-out by Jonathan Hopkins

Outdoor adventure brand Patagonia have got behind real causes in a powerful demonstration of a brand living and breathing its purpose and standing for something meaningful to real communities. Their involvement is incredibly subtle but completely authentic – beautifully walking the tightrope of branded content...

02 Nov Inside-out Marketing: Converse build recording studio for aspiring musicians

Posted at 03:30h in Blog, Connect, Inside-out by Jonathan Hopkins

The man behind Converse’s marketing Geoff Cottrill explains the thinking eloquently; "Your job as a marketer is to understand your brand, its position in the marketplace, what differentiates you from your competitors, and then serve those consumers. The idea was not to borrow equity, …we...

22 Oct Aligning paid, owned & earned to drive in-store sales

Posted at 03:39h in Blog, Grow, Inside-out by Jonathan Hopkins

Despite the rise and rise of e-commerce, a surprising 90% of consumer purchases are still made in good old-fashioned bricks & mortar stores. However, we also know there are multiple digital touchpoints that customers will journey through before they arrive at those store doors. To...

19 Oct Is packaging your most powerful medium?

Posted at 03:42h in Blog, Grow, Inside-out by Jonathan Hopkins

When people think of summer, people think of Coke, right? Well, that might have been the case 15 years ago with those iconic summer TV ads but to today’s youth a TV ad heritage meant nothing and Coke was losing relevance amongst the all-important teenager....