Innovation isn’t enough: How Australian startups and scaleups miss the message on branding

Scaleups and ASX-listed tech brands need to stop relying on product-centric functional marketing and embrace engaging brand messaging and communications if they wish to succeed.  This is one of the central findings of a landmark research study conducted by Hotwire and the University of Sydney Business School. The study, Decoding Tech Brands, examined the use… Read more »