TV

October 9, 2019

I sat down with Breakfast host Hayley Holt to talk about bad boys in sport and whether controversial athletes can sell a sport or if they're bad for business. This is based off of co-authored research with colleague Marilyn Giroux at AUT.

September 23, 2019

Consumers are increasingly preferring to purchase with companies whose values align with their own, in particular when it comes to the environment. I spoke to Pippa Wetzell about this for TVNZ's FairGo program segment on 'Good Wrap'.

August 5, 2019

Prime Minister Jacinda Ardern has gained worldwide recognition thanks to her progressive and accessible style of leadership. But how her brand is perceived domestically versus internationally is quite different. I discussed this phenomenon with Breakfast host Hayley Holt (and JC piped in too at the end:)).

March 1, 2019

How well brands align their messaging and practice as well as which causes they seek to engage with are key for positive consumer perceptions of this practice. I discussed this with Hayley Holt on TVNZ's Breakfast show.

December 6, 2018   Commenting for Newshub on the controversial possible sale of iconic kiwi ice cream brand Tip Top. Discussing what this brand means to New Zealanders and how foreign ownership might affect these brand perceptions. The interview and story can be found here:  https://www.newshub.co.nz/home/rural/2018/12/farmer-launches-petition-to-keep-tip-top-in-new-zealand-hands.html

December 6, 2018

Commenting for Newshub on the controversial possible sale of iconic kiwi ice cream brand Tip Top. Discussing what this brand means to New Zealanders and how foreign ownership might affect these brand perceptions. The interview and story can be found here: https://www.newshub.co.nz/home/rural/2018/12/farmer-launches-petition-to-keep-tip-top-in-new-zealand-hands.html

December 3, 2018

The business of Christmas… I chatted holiday shopping trends with TVNZ’s Breakfast show presenter Matty McLean- how companies and consumers can embrace both in-store and online shopping experiences to get the best of both worlds.

November 1, 2018

Meghan Markle is a human brand with wide reach as an actress and blogger before becoming a Duchess. Her relatability further reinforces her position as an influencer, helping to change perceptions of the Royal Family while also using her platform to encourage positive social change. I talked the ‘Markle effect’ with TVNZ Breakfast show presenter Matty McLean.

October 3, 2018

Why do companies rebrand? Recently Dunkin Donuts dropped the 'Donuts' and Weight Watchers lost the 'Weight'. Successful rebrands require significant market research, consideration and planning, built up brand equity and value is not to be underestimated! If done well though rebranding can propel a company forward into a new market, create extension opportunities and appeal to a new target audience. I discussed the ins and outs of rebranding with TVNZ Breakfast show presenter Daniel Faitaua.

September 7, 2018

These days being overtly political could be a less risky strategy than staying quiet on topical issues, especially when your target market is passionate about these issues. Corporate social activism is no doubt on the rise, what remains to be seen is whether a brand taking a stand on a social issue will have real world effects. I discussed this topic with TVNZ Breakfast show host Jack Tame.

August 28, 2018

Does a country's political leadership and culture impact the country's brand? Interesting discussion with TVNZ's Breakfast show host Hayley Holt about how brand associations are formed and translated.

March 27, 2017

“Shadow work” is where we pump our own gas, book our own flights, check ourselves in at the airport and check ourselves out at the supermarket. But consumers are increasingly looking for shortcuts that will make things more convenient. I featured on TVNZ's FairGo as an expert on this topic.


Print

July 1, 2019, NZ Retail Magaine: How will automation change retail?

May 12, 2019, New Zealand Herald: How not to get sucked in by expensive brands

March 10, 2019, New Zealand Herald: How did we get so woke? The rise of virtue signalling

April 8, 2018, Stuff: How sports stars and reputation feed off each other

January 6, 2018, New Zealand Herald: Would you take money advice from a computer?

October 10, 2017, Engage: High tech, high touch


Radio

June 12, 2019, CBC Radio Canada: The tactic of engaging in activism has a long history, and has evolved as consumerism has become a larger part of our economy and the way we define our identities. But what are some of the problems with ‘branding’ social movements? And what is different about brands now engaging with contested social & political issues- or brand activism as we define it in our current research. I had the opportunity to comment on this for an episode of CBC Ideas titled “Woke Washing: the problem with ‘branding’ social movements (my commentary begins at 32:00).

https://www.cbc.ca/player/play/1536237635688

December 13, 2018, Newstalk ZB: Brands are increasingly taking a stand on social and political issues, with brand activism becoming the new marketing tactic of choice. But how do we know whether brands are ‘woke’ or just ‘woke washing’. My co-investigator Dr Sommer Kapitan discussed our research on this topic (interview begins at 5:40).

November 28, 2018, RadioLIVE: Quoted expert commenting on the most recent Air New Zealand safety video on RadioLIVE’s Long Lunch program. This is an interesting illustration of brands innovative initiatives to engage with consumers and cut through the clutter of their increasingly fragmented media attention. Link below, scroll down for my interview.

https://www.radiolive.co.nz/home/on-demand/long-lunch/2018/11/the-long-lunch-28-11-18.html

September 5, 2018, Radio New Zealand: Quoted expert commenting on Nike's new campaign featuring controversial former NFL player Colin Kaepernick. Nike took a calculated risk by taking a stand on a controversial issue. Although this ignited controversy it appears to also have had the intended effect: strengthening its bond with the target consumer.

https://www.radionz.co.nz/national/programmes/thepanel/audio/2018661256/nike-s-calculated-campaign

June 1, 2018, Radio New Zealand: Quoted expert commenting on the new All Blacks documentary which will both push the All Blacks' brand internationally but also Amazon-Prime's brand in New Zealand.

https://www.radionz.co.nz/news/national/358684/secretive-team-is-pulling-back-the-black-curtain

May 8, 2018, Radio New Zealand: Quoted expert commenting on the WORLD Clothing tagging controversy. WORLD's use of the price tags and overseas manufacturing appears to be inconsistent with the views that the brand has portrayed and at odds with the brand's overall ethos. This could be misleading to consumers.

https://www.radionz.co.nz/news/business/356857/to-say-you-can-t-make-t-shirts-in-nz-is-completely-false

January 16, 2018, Radio New Zealand: 'Bad-boy' sport stars are on the rise with sponsors willingly taking on poorly behaved athletes or turning scandal into brand recognition. My co-investigator Dr Marilyn Giroux discussed our research on this topic.

https://www.radionz.co.nz/national/programmes/summer-days/audio/2018628550/sporting-infamy-marketing-athletes-bad-attitude


Invited Talks

I was invited to speak as part of the closing panel on the topic of brand activism at the 2019 University of Oxford Reputation Symposium.

I was invited to speak as part of the closing panel on the topic of brand activism at the 2019 University of Oxford Reputation Symposium.

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ad:tech 2018

November 15, 2018

I presented as part of a panel discussing “viral CSR” and the rise of brand activism. How brands are using prosocial engagement as a clear marketing strategy to get in on the consumer conversation.

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Spark New Zealand

April 27, 2017

I presented my research on the technology and the changing customer interface to the Spark New Zealand Customer Experience & Insights Team.

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Business Series

March 27, 2017

I presented my research on the information technology revolution and its impact on the services landscape as a keynote in the Rainbow Auckland Business Series.