AMI BFF Brand Summit

On June 4, the Australian Marketing Institute (AMI) held its 2015 Summit, which showed businesses how they could develop a brand which customers loved. The AMPed Executive Team volunteered to help out for the day, and received a sneak peak at some of the exciting marketing insights provided by the expert speakers.

Our day began bright and early at 6:20am, when we met at the venue, Rydges in Southbank, to begin setting up. We prepared the venue and welcomed the guests, who were some of the biggest names in the Australian marketing industry.

The speakers included Andrew Baxter (CEO of Publicis Worldwide Australia), Luke Dunkerley, (General Manager of Corporate Marketing for Woolworths Limited), Samantha Kennerley (CEO of Youngcare) and Pip Stocks (CEO and Founder of Brandhook), amongst many others. They gave their insights into a variety of marketing topics, from why brands want to be more like people to how to develop a well-loved and respected brand in a particular market.

The stand-out speaker was Dan Gregory, who is CEO and Founder of The Impossible Institute, and also a panelist on The Gruen Transfer. Dan spoke on the topic of ‘Ding dong, mediocrity is dead’, which discussed how the typical business model is changing, shifting the power of communication from the business to the consumer. One particular point Dan raised was that in order for consumers to care about a brand it has to become “their issue”, or relate to their identity. The brand must speak to them directly, in terms they can relate to personally – it cannot simply talk ‘at’ consumers, or talk about a person that they cannot empathise with. Dan’s thought-provoking speech was fantastically balanced with comedy and plenty of real-life, relatable examples. His speech was a definite highlight of the day.

AMI is the peak marketing body in Australia, which holds many marketing events and workshops throughout the year. Thanks to QUT’s School of AMPR's relationship with AMI, AMPed members gain Student Membership to the organisation – a brilliant opportunity for our members from all fields to gain a head start in industry.

by Celeste Burke, AMPed 2015 Corporate Liaison Director