The Trailblazer Blog

The Noughties….!

Blaze Research - Monday, October 26, 2015

Victoria Gamble Research Director Read full article

Beating online piracy, one rationalisation at a time

Alex Vishney - Friday, July 10, 2015

Customer Experience: Don't be Bland, Use Your Brand!

Blaze Research - Friday, August 15, 2014

Sara Garcia Principal
Release the brand to create positive emotional association and differentiationCustomer Experience: Don’t be Bland, Use Your Brand!

Naturally enough there continues to be considerable investment by service companies in minimising churn through improving customer experience. Read full article

A Clear Purpose In a Changing World

Blaze Research - Monday, May 12, 2014

Debbie Spence Strategy Director
A Clear Purpose In a Changing World

Every organisation needs a purpose, a reason for being, beyond profit.

In this fast-paced world where exponential change is the norm we find ourselves under increasing pressure to make strategic decisions quickly with little time to reflect or prepare. A clear purpose provides us with a compass by which to navigate. Read full article

Two Gen-Z's Walk Into a Bar... or maybe they don't

Blaze Research - Thursday, April 10, 2014

Sara Garcia Principal
How can the alcohol industry respond to the needs of the new cynical and individualistic generation?

Next time you're at the pub, take a look around. See anything different? Chances are you'll be sharing the bar with a new creature, the Generation Z-er. These are the next generation of young Australians taking their first steps into the adult world.  Read full article

Auto-Services: Delivering Customer Experiences Before They’re Ordered

Blaze Research - Monday, February 24, 2014

Will Neill Research Director
Amazon is up to some interesting new tricks. A proposed Amazon Air service will deliver goods to customer via drones – achieve order fulfilment within hours of purchase. Further, a recent Amazon patent shows plans to a introduce ship-before-you-buy service, sending books to customers unannounced based on their reading preferences and circumventing the entire decision process. Read full article

What Brands Can Learn from the Third Golden Age of Television

Blaze Research - Wednesday, January 15, 2014

Dan Robertson-Jones Account Director
The idea that we’re currently experiencing the third golden age of television is a well established one; the coming of age for TV as an art form with character-driven drama in shows such as The Sopranos, The Wire, Game of Thrones and Breaking Bad eclipsing the traditional appeal of film; bit torrent downloads soaring whilst frequency of cinema attendances and profits once adjusted for inflation- continue to fall. Read full article

The Australian Outlaw

Blaze Research - Monday, October 21, 2013

Joe Tanner Consultant
For those of you unaware of who Mark “Chopper” Read was, he was a convicted murderer, kidnapper and torturer who spent only 13 months out of prison in the space of 18 years.  He went on to write a series of semi-autobiographical novels and memoirs, and even had a comedy character created in his image. Read full article

Marketing in the 21st Century – Collaborate with Consumers or Become Redundant: Get on board with Collaborative Branding

Blaze Research - Tuesday, August 20, 2013

Sara Garcia Principal

A brand is not the property of a company. A company cannot change a brand by designing a new brand model or by launching a new coms campaign.  A company can say what it likes about its brand but the real brand is the one the consumer reacts to.  And that one is a set of associations in the minds of consumers and collective culture. It has always been so, but while companies have tried to control how their brands are perceived and experienced, the technologically-enabled consumer now collectively crafts the brand through social media. Read full article

Marketing in the 21st Century – Collaborate with Consumers or become Redundant: Give it to them of they'll Steal it

Blaze Research - Tuesday, August 13, 2013

Sara Garcia Principal

Recent conversations with consumers have confirmed what we all know, that even middle aged, middle class consumers are in danger of getting out of the habit of paying for entertainment. While this demographic may not know how to pirate Game of Thrones, their children do and are more than happy to show them the ropes. The simplicity of buying through iTunes or similar is reassuring and the quality of product is better, but, in the world of the internet, synonymous with instant gratification, who wants to wait a minute longer than absolutely necessary? Read full article