Mumbrella360 video: Australia’s Most Influential Brands Revealed

In the wrap-up of Mumbrella360 on June 7-9, 2016, we revisit highlights from the annual event.

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In this session, Gillion O’Sullivan, Samantha Bartlett, Rachel Bondi, Gabi Conlon and Russel Howcroft discuss what makes a brand influential and worthy of consumer loyalty.

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The panel dissects how Australia’s most prominent brands maintain and gain their influence, the importance of understanding the consumers’ needs and wants, and how drivers of brand influence change with different time and context.

The Panel: Russel Howcroft, executive general manager at Network Ten; Gabi Conlon, head of consumer marketing – ANZ at Google; Gillian O’Sullivan, managing director at Ipsos Marketing; Rachel Bondi, marketing and operations director at Microsoft Australia; Samantha Bartlett, general manager – marketing and customer capability at Australia Post.


  • 03:00: Why is influence important for brands?
  • 04:50: Five important factors which determine brand’s influence
  • 06:00: How brand’s influence varies for different generational groups
  • 14:00: How influence comes from usefulness
  • 17:00: The importance of selling not just product, but also experience
  • 20:00: How can brands promote their innovation to customers?
  • 25:00: How can you engage younger audiences?
  • 31:00: The importance of anticipating the consumers’ need
  • 32:00: How Coles gained prominence in Australia
  • 35:00: The complexity of brand presence today
  • 36:30: The importance of ‘citizenship’ for brand’s influence
  • 38:00: How influence is connected to sales
  • 41:00: Audience questions

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