…And culture defines brands

A super funds single most important asset is the brand because it defines member relations, a marketing and public relations expert told delegates. Mark Sareff, chief strategy officer of Ogilvy Australia, likened brands to religion saying that super funds needed to move beyond viewing it solely as a logo and realise that it includes the […]

Profile: Frank Gullone, chair of Kinetic Super

Frank Gullone explains the reinvention of Professional Associations Super as Kinetic Super, and its omnipresent online brand awareness campaign. The promotion of Kinetic Super as the new name for Professional Associations Super – along with its distinctive light blue, light red and white branding – has been hard to ignore over the past nine months. […]
Investment Strategy

Emotional connection to super

CareSuper’s television advertising campaign has had a greater impact in educating existing members than in recruiting people to join, says its chief executive Julie Lander. The most recent advert, featuring Olympic swimmer Giaan Rooney, has led to a significant rise in member awareness of its choice options, she says. Previous CareSuper adverts had focused on […]