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Craig McLachlan - Lessons in Crisis Mismanagement

Tuesday, January 30, 2018 - Tracey James

Craig McLachlan: Crisis Mismanagement 101

What has Craig McLachlan's sexual harassment scandal got to do with marketing in High Tech? Plenty. If someone makes public claims about you or your company, there are few ways to manage the crisis. We compare them - and hope you never need any of them.  (Image: Janie Barrett. Source: SMH).   Read more


War of Words - Thought Leader or Fool?

Saturday, December 16, 2017 - Kim Brebach

Top 7 Mistakes That Make You Look like a Fool | Technoledge

The fastest way to look like an fool is to make simple mistakes. And, it won't matter how original your insights are if your audience turns off because you look like one. Thought Leadership hinges on credibility which can be smashed in seconds. Learn how to avoid the top 7 traps that expose the Fools.    
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15 Ways to Make your Corporate Presentation Unforgettable

Tuesday, October 31, 2017 - Tracey James

Make Your Corporate Presentation Unforgettable | Technoledge

You might be competing with far larger companies, including global ones with deeper pockets, impressive stories and polished presenters. How will you excite prospects to engage with you – and not them?   Read more


10 Rules for Great Copywriting from David Ogilvy

Tuesday, September 19, 2017 - Kim Brebach

Copywriting - why boring won't make them buy | Technoledge y

At a time when we're drowning in a tsunami of content - web, email and social, good, bad and mostly irrelevant - we take a look at the rule book from one of the greats. If you want to cut through in less time with more impact, learn from history. 
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Turnbull on Renewable Energy - Leadership in Reverse

Wednesday, March 22, 2017 - Kim Brebach

Turnbull on Renewable Energy - Leadership in Reverse

Leadership means being out front, leading the way. Yet the 'Innovation Prime Minister' has missed an easy win on an issue formerly close to his heart. In a 'climate' where even energy giants are baying for leadership and certainty, will 'Turnbull the Turncoat' end up being the PM's legacy?   
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Effective Leadership Skills: Learning from Malcolm Turnbull’s Mistakes

Saturday, April 16, 2016 - Kim Brebach

Effective Leadership Skills: Learning from Malcolm Turnbull’s Mistakes | Technoledge

‘Malcolm Turnbull could have ridden the wave of goodwill following his ascension all the way to an early election. Instead he dithered, and now look at the muddle of agendas we have to navigate,’ writes Mungo MacCallum. We give PM Malcolm Turnbull a reminder about effective leadership skills.  Read more


Celebrity Chefs – Brands for Hire When the Price is Right

Thursday, July 31, 2014 - Kim Brebach

Celebrity Chefs – Brands for Hire | Technoledge

Big Name Chefs will flog any rubbish for pots of money

‘You cannot criticize a man for going to work. You really cannot,’ says Celebrity Chef Marco Pierre White. ‘But you can criticise a man for choosing to go to work as a pimp and a whore,’ says a reader on Eater. Find out how more celebrity chefs are compromising their hard-earned reputations, and why you can't trash your brand and hope to keep customer loyalty - whatever your business. 

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Why is Penfolds trashing Grange - its iconic brand?

Friday, May 02, 2014 - Kim Brebach

How Penfolds has forgotten marketing 101 l Technoledge

Brands are delicate - and easily damaged

Just after Barry O'Farrell famously showcased the value of Grange in his swansong as NSW Premier, Penfolds seems to be doing the exact opposite.  Read more


3 Simple Ways to Make Your Brand Stand Out

Wednesday, October 09, 2013 - Kim Brebach

Branding - why daring to be different delivers

Without a unique value proposition, yours is just another business

Making your brand stand out is not a matter of coming up with a new logo and tagline. Sure, lots of big companies do that -- like banks, oil companies and telcos.  They’ll spend millions on a refresh, and millions more on advertising campaigns to support the new paint job. It’s a waste of money for the banks who’re already  branded as greedy and uncaring by customers who largely despise them.
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How Southcorp and Fosters Trashed Rosemount

Tuesday, September 17, 2013 - Kim Brebach

Rosemount - why branding is not just about money

Would you pay $1.5 billion dollars for a brand and pour it down the drain?

By the turn of the millennium, Rosemount was one of the most recognisable wine brands in Australia. It was the country’s fifth biggest wine company, and it was profitable. It made large volumes of cheap and cheerful Chardonnay under its diamond label, along with premium wines such as Roxburgh Chardonnay and Balmoral Syrah.  Read more





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The case studies are fabulous. I don’t know how you got quotes like that out of customers. They’re priceless and were written and approved in record time, so customers must’ve been happy about them. More than that, we didn’t have to worry about a thing. It was all just done for us.
Neil Bolton
CEO, Recruitment Systems

 

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