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Marketing as the catalyst for Business Transformation

Changes in market conditions, including new competitive pressures, declining market share or market obsolesce, is often the catalyst for business transformation, yet it is staggering that marketing is often absent during the transformative process. Unfortunately, marketing is often relegated to the execution of tactics, diminishing the research and strategic insights required to optimise new market…

Marketing as the catalyst for Business Transformation was originally published on Syneka Marketing

Hello Marketing…. meet Governance: Workshop outcomes from the Governance Institute

The need for good governance applies across businesses, not-for-profit organisations and government, as it ensures the right information is available to make informed decisions that have a positive impact on growth and sustainability. Most areas of an organisation, including HR and IT, embed good governance, yet it remains conspicuously absent from marketing. What are the…

Hello Marketing…. meet Governance: Workshop outcomes from the Governance Institute was originally published on Syneka Marketing

Marketing Governance in a Family Business: Workshop with Family Business Australia

Family Business Australia is the peak industry association representing the diversity within family owned businesses. The association delivers services to family businesses but also builds the capacity of organisations that service the sector. We were invited to deliver our Workshop on Marketing Governance to family business advisors, exploring the dynamics and role of marketing within…

Marketing Governance in a Family Business: Workshop with Family Business Australia was originally published on Syneka Marketing

Brand architecture matters: When the CEO becomes a bigger brand than the organisation

It was a cold and rather dreary day and I was in a rush. I headed into the warmth of the subway between Southbank and Flinders Street Station. There were countless people inside, some on their way to catch a train, others like myself walked by quickly, using this subway to cross over into the…

Brand architecture matters: When the CEO becomes a bigger brand than the organisation was originally published on Syneka Marketing

The Montague Street Bridge: a tale of how marketing fails to understand risk

Nestled in Montague Street, South Melbourne, approximately ten minutes from our office, is a low clearance bridge of three-metre height. The Montague Street Bridge entered notoriety on the 22nd of February 2016, when a charter bus failed to observe clearance signs and slammed into the bridge. The driver failed to consider risk, but how did…

The Montague Street Bridge: a tale of how marketing fails to understand risk was originally published on Syneka Marketing

Workshop: Brand, Reputation and Risk: Managing Marketing Governance in Partnership with the Governance Institute of Australia

We are pleased to announce our workshop: Brand, Reputation and Risk: Managing Marketing Governance in partnership with the Governance Institute of Australia. Marketing governance reinforces good governance by ensuring your marketing performs a strategic role, fulfilling its purpose of delivering value to your organisation and your customers. This workshop will utilise the Syneka Marketing Governance…

Workshop: Brand, Reputation and Risk: Managing Marketing Governance in Partnership with the Governance Institute of Australia was originally published on Syneka Marketing

Revisiting the Sounds of Silence

Our six-month experiment where we were absence from content led to very interesting and positive feedback. Several as comments focused on how ‘brave’ we were in taking this risk. “And the vision that was planted in my brain still remains within the sound of silence” We undertook this experiment because we knew the result. We…

Revisiting the Sounds of Silence was originally published on Syneka Marketing

The Sounds of Silence: What marketing activities matter?

Since the start of 2017, we conducted an experiment: What would be the impact of a six-month absence from our social media, blog and eNewsletter? Why did we do this? Content is the current marketing fad, with copious amounts of text, images and video produced in the vain attempt to be noticed. We thought it…

The Sounds of Silence: What marketing activities matter? was originally published on Syneka Marketing

Welcome to 2017

Welcome to the start of 2017 and the year ahead! As always, the year promises to provide exciting opportunities as we pursue our mission of redefining marketing. Our priorities include furthering industry and sector engagement to highlight the role of marketing in securing sustainable growth. We are also continuing our partnership program, supporting agencies through our strategic…

Welcome to 2017 was originally published on Syneka Marketing

2016: the year in review

We are heading into the final weeks of 2016 and the end of another busy year for us at Syneka Marketing. At this start of year, we affirmed our commitment to redefining marketing, through the introduction of the Syneka Marketing Governance Framework. Since this time our Framework has been adopted across several key industries and…

2016: the year in review was originally published on Syneka Marketing

Strategy Before Tactics – the very foundation of marketing

Over the course of this trimester, I have been undertaking a sessional lecturing role at Kaplan Business School, teaching Marketing Principles to undergraduates and the Value Chain to postgraduate MBA students. Lecturing provides a great way of ensuring relevancy and best practice, by the blending theory with practical applications. Marketing Principles is an introductory marketing…

Strategy Before Tactics – the very foundation of marketing was originally published on Syneka Marketing

Redefining a profession – The Australian Institute of Professional Photography

The Australian Institute of Professional Photography (AIPP) is the association representing professional photographers, videographers and the industry more broadly. I was invited to attend their Awards evening, which recognised commitment to the association, as well as excellence in photography. Photography is an unregulated profession that has become heavily commoditised, due to the prevalence of digital…

Redefining a profession – The Australian Institute of Professional Photography was originally published on Syneka Marketing

Redefining Marketing through Business Victoria

Relevancy is a significant challenge facing the marketing profession. There are low barriers to entry, resulting in sources of contradictory advice, which causes confusion, as well as the potential for poor outcomes. Business Victoria is the State Government’s Economic Development Department, responsible for supporting business growth. Business Month is held each August, culminating in the…

Redefining Marketing through Business Victoria was originally published on Syneka Marketing

It's time we focused on Redefining Marketing

Marketing faces the unenviable position of having low barriers to entry, meaning anyone can call themselves a marketer, without having either the credentials or experience to support these claims. As a consequence, there is a significant level of bad advice, leading to poor results that not only jeopardise client outcomes, but also the industry as…

It’s time we focused on Redefining Marketing was originally published on Syneka Marketing

Marketing Clinics: Associations utilise marketing expertise

We support our conference presentations with complimentary marketing clinics. These clinics provide the ability for attendees to discuss the state of marketing in further detail. Our sessions proved to be immensely popular, as we spoke with a range of associations covering a diverse range of stakeholder needs. Common elements included the need for connectivity between…

Marketing Clinics: Associations utilise marketing expertise was originally published on Syneka Marketing

Redefining Marketing for Associations: the 2016 Associations Forum National Conference

The Associations Forum focuses on strengthening associations, through good governance. Each year the Annual Conference brings together the diverse mix of associations that exist for the interests of their members. We had the pleasure of opening the second day of the conference with our plenary session on Marketing Governance. Most associations do not have dedicated…

Redefining Marketing for Associations: the 2016 Associations Forum National Conference was originally published on Syneka Marketing

Collaboration – exploring the role of intermediaries in the marketing mix

The role of intermediaries and distribution channels seems is often neglected when considering the marketing mix, yet these channels can assist in achieving marketing objectives, including reach into target markets and value adding of client based solutions. Collaboration and the fostering of partnerships applies equally to business, not-for-profit organisations and government. Collaboration, however, will not…

Collaboration – exploring the role of intermediaries in the marketing mix was originally published on Syneka Marketing

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