Stop ‘changing stuff for the sake of changing stuff’: NAB CMO on Nine’s Roll the Dice on Creativity
In the latest episode of Roll the Dice on Creativity, a brand new series from Powered by Nine, Mumbrella and the AANA, NAB’s Suzana Ristevski sits down to discuss taglines, standing out from the crowd, and the importance of long-term brand recognition.
In the penultimate episode of this season of Nine’s Roll the Dice on Creativity, Suzana Ristevski, executive group marketing CMO at National Australia Bank, shares her thoughts on what makes a truly memorable brand.
When it comes to the long-term vs short-term marketing debate, Suzana sits firmly in the “both is best” camp. As she explains to host Michele O’Neill: “It’s imperative that you are thinking about the long term. How do you drive market share in the long term as well as short term?”
She also points to data from The Ehrenberg-Bass Institute for Marketing Science, which revealed how only 20% of ads that are seen and remembered are actually attributed to the right brands.
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