Australia is NOT ‘NZ, but bigger’ – Stop Exporting on Autopilot
Most New Zealand brands don’t stumble in Australia because their product is bad – they stumble because of the things they didn’t know they didn’t know. On paper, it looks familiar: English-speaking, culturally close, and just across the Tasman. In reality, the mistakes are consistent and costly. Mistake 1: Treating AU like “NZ, but bigger” […]
Uncomfortable Truths for European Organic Brands That Want to Scale Internationally
This week, thousands of organic food brands are gathering in Nuremberg for BIOFACH – the world’s most influential organic trade fair, in Nuremburg. For many European brands, it’s an opportunity to showcase their strengths and successes. Strong domestic sales. Credible certifications. Loyal customers. Growing inbound interest from international buyers. And yet, year after year, I […]
David vs Goliath: NZ Beauty Challenges K-Beauty’s Reign
When people think of beauty powerhouses, South Korea is usually top of mind. After all, it’s home to K-dramas, dazzling idols turned brand ambassadors, and a pop culture presence that’s hard to miss.
Train of Thought: When Innovation Stops Feeling Magical
I was sitting on the train the other day when a young girl tugged at her mother’s sleeve and asked, “Who’s driving the train?” Without hesitation, her mum simply replied, “It’s driverless, darling.” That was it.
“Hi, I’d Love to Connect” (At a Trade Show, Not on LinkedIn)
The COVID-19 pandemic might be behind us, but its aftershocks are still shaping the way we live and work. What started as a temporary fix: Zoom calls, virtual meetings, endless webinars quietly became our new normal.
Protein over Pepperoni: The Death of Pizza Culture
The smell of garlic bread fresh from the oven. The stretch of hot mozzarella from slice to slice. The glow of that familiar red logo. For years, Pizza Hut was more than a restaurant; it was a rite of passage, supplying countless birthday parties, after-school hangouts, and sleepovers.
Let Them Eat Chocolate: When Luxury & The Everyday Collide
Once upon a time, Lindt was the stuff of Christmas stockings and duty-free splurges. Now you can find a “Dubai-style” $20 block of chocolate wedged between KitKats and Tictacs at the Coles checkout. Is this clever retail strategy, a sign of shifting tastes
The Labubu Lesson: Protecting Brand Value in a World of Fakes
You’ve definitely seen them around…I’m talking about these quirky little figures that have taken global markets by storm, and now the craze has finally landed in New Zealand. Fashionably late, but no less fierce.
Speed Kills: The Fatal Mistake Fast Brands Keep Making
In today’s crowded marketplace, most brands are racing against the clock. And it makes sense. When the average consumer’s attention span lasts just a few seconds, speed almost feels like survival. Launch fast, post often, stay visible.
It’s Not the Best Product That Wins. It’s This.
When uncertainty hits, companies start slashing costs. And which department usually ends up first on the chopping block? You guessed it: marketing.
