Mumbrella360 video: Growing brands in a post-growth era

In the lead-up to Mumbrella360 on June 7-9, we revisit highlights from last year’s event.

Mumbrella360 -growing brands in a post growth era - Dennis and Adam - marketing 2

Dennis Wong, innovation specialist and director for Added Value Australia, and marketing and innovation director for Diageo Australia, Adam Ballesty, discuss the urgency behind the need for businesses to transition from selling brands to leading lifestyles – why culture and brand purpose is the future of sales – and where the hell is the growth going to come from?


  • 0:00 Introduction by Dennis Wong
  • 1:28 Adam Ballesty: From TARPS to immediate feedback
  • 3:40 Dennis Wong: the market is undergoing a seismic shift
  • 4:00 “These days we are in a permission-based market”
  • 5:10 Consumers are becoming cynical; they’re tired of being ‘sold’ to
  • 6:00 The flip-side of change is opportunity
  • 6:30 Failure is an option
  • 8:00 What will marketing look like in 10 years time?
  • 9:16 Culture is moving faster than business and will only get faster
  • 9:30 StitchFix: data engineers and programmers first hires in new companies
  • 11:15 Looking for an ‘engineering mind with a creative soul’
  • 13:00 Soggy chips and deep fryers: targeted marketing
  • 14:00 How Diageo is coping with change
  • 19:20 Where are the opportunities for leading culture?
  • 21:00 Lead culture, solve problems… but how?
  • 22:00 Brands making a ‘remarkable’ difference
  • 25:00 Brands with a purpose, on a mission of culture
  • 26:00 Dove as a brand on a mission
  • 28:00 Key points: Has marketing changed? Do we have the right tools? Is the structure right?
  • 30:26 Don’t just sell brands, create culture
  • 32:00 Audience questions
  • 37:56 Presentation concludes

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