This paper explores the Sleepy Hollow predicament and considers how the branding of Geelong might move beyond parody to better reflect its position as Victoria’s largest regional centre through an approach based on imageability, narrative, assets and investment.

New survey results indicate that marketers are misrepresenting a large majority of Americans by claiming that Americans give out information about themselves as a tradeoff for benefits they receive. To the contrary, the survey reveals most Americans do not believe that ‘data for discounts’ is a square deal. The findings also suggest, in contrast to...

The average Australian expenditure on fresh fruits and vegetables is only about 0.1% per week of total food and non-alcoholic beverage expenditure. This has a current challenge towards a long-term sustainability of the organic farms and organisation. The aim of this paper is to segment the Australian consumer markets by taking the four major market...

Introduction Email marketing remains one of the most effective ways that arts organisations can communicate directly with their audiences.

Accompanying Newcastle's economic, social and physical changes have been various attempts to reshape Newcastle’s image, to overcome the city’s lingering association with crisis and decay. This paper provides a case study of two key players in this process, the official Brand Newcastle rebranding campaign and the unofficial revitalisation project Renew Newcastle, drawing on interviews conducted...