Start-ups should remain open-minded with regard to piercings and tattoos among potential employees, experts say, or risk becoming too rigid in their culture and customer interactions.
A problem that every new business struggles with is brand recognition. Pitted against large, established corporations with gargantuan marketing budgets, start-ups have to battle under a cloak of near-anonymity.
Start-ups have been urged to ensure advertising aimed at LGBT (lesbian, gay, bisexual and transgender) consumers is subtle and avoids stereotypes, following calls from a senior ad man for greater business focus on the community.
Small businesses that introduce a new tagline must ensure it reflects larger changes within the brand, experts say, after fast-food franchise Hungry Jacks ditched its 16-year old slogan.
Retail experts say Coles’ new clothing range won’t threaten smaller players, while others say it highlights the pros and cons of introducing add-on products.
Start-ups need to diversify their offering without diluting their brand, according to industry experts, to avoid suffering the same fate as debt-laden clothing and footwear company Colorado Group.
Australian fashion designer Collette Dinnigan will face off in the Federal Court against an accessories chain over the use of its name.
Start-ups looking to market their offerings at the increasingly wealthy over-55 demographic have been warned to steer clear of stereotypes and refrain from being too literal or patronising in their approach.
A branding expert says start-ups must tread with caution with launching spin-off products or they run the risk of undermining their brand.
The consumer backlash sparked by the decision of global coffee chain Starbucks to change its logo had led branding experts to warn that it’s crucial for companies to get their logos right from the start.
Start-ups can compete with big brands providing they give consumers reasons to switch, according to a leading branding consultant.
A leading brand consultant has urged Australian businesses to learn from the "dumb blonde" marketing mistakes of Tourism Australia.