Christian Muche 🔜 POSSIBLE

It’s an honour to be invited to moderate an important discussion on a topic I'm INCREDIBLY passionate about: "Taking Australian Breakthroughs to the World" at the Semiconductor Australia Conference in Sydney, Australia, next week. So, how do you turn a local breakthrough into a global success story? It’s a challenge many founders face, and this expert panel will be providing the path forward. My take - The journey from a lab in Australia to a boardroom in Silicon Valley (and beyond) often comes down to a few key principles: 1. Lead with a Story, Not Specs. The most brilliant technology can fail if it doesn't connect with people. Before you talk about how your tech works, you must articulate why it matters. A compelling narrative that solves a real-world problem is what builds trust and captures the imagination of a global market. 2. Translate Technical Wins into Market Value. A breakthrough in the lab is not the same as a breakthrough in the market. You must be relentless in translating your technical advantages into clear, tangible benefits. How does your innovation save your customers time, reduce their costs, or create an entirely new opportunity for them? 3. Build Your Ecosystem Before You Need It. Global expansion isn't a solo mission. The most successful companies build strong ecosystems early. This means forging strategic partnerships, engaging with industry communities, and cultivating advocates who will amplify your message and open doors in new markets. 4. Make Marketing a Mindset, Not a Department. In a deep tech company, marketing can't be a silo. It must be a mindset embedded across the entire organization, from R&D to sales. When everyone on your team can articulate the company's story and its value, you create a unified brand that is much more powerful on the world stage. And for those ready for a deeper dive into these growth strategies, particularly in the deep tech space, these are the very frameworks I explore in my new book, "Strategic Entanglement". You can learn more at https://lnkd.in/gX7va3-t. I'm looking forward to exploring these topics further with the panel next week. I hope to see you there! #Marketing #Branding #AustralianInnovation #Semiconductors #GlobalGrowth #StrategicEntanglement #BookLaunch

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Experian Marketing Services shares data from across clients and verticals in this comprehensive overview on the impact of curation for brands and agencies. One of the best pieces on the topic yet. Butler/Till Amanda DeVito, MBA Sam Burstein Drew Stein Greg Williams Eric Farkas Marissa Maguire Quaglia Greg Williams Ted Smith Gina Cavallo Matthew Griffiths Pierce Cook-Anderson Taylor Simons Jake Schrader Sahil Garga #data #programmatic #curation Jake Abraham

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I had the pleasure of speaking on a panel today with the Australian Centre for AI in Marketing — huge thanks to the organisers and my brilliant fellow panelists Simon Cheng, Aaron Michie, Sheerien S. for a lively, thoughtful conversation. We talked about AI (of course!) — but my focus was on people, culture and purpose. Because while AI is transforming how we work, it doesn’t change why we do it. At UNICEF, our purpose is clear — to make life better for children. AI might help us move faster or work smarter, but it can’t replace the empathy, creativity and collaboration that real people bring. So yes, the future of marketing will be shaped by AI. But it will still be led by people. #AIinMarketing #AIForGood #PurposeDriven

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Sharing the next episode in our webinar series for the tourism industry on AI & Digital Change. This Friday hear from our own Melinda Walters, GM Digital & Marketing Operations, on how businesses can thrive in the new search landscape 🙏

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Tune in 11 am tomorrow, Friday 13 March, for our next webinar episode on AI & Navigating Digital Change. This one is special because Melinda Walters hosts a panel of tourism industry friends who are already implementing AI into their businesses. Thanks for joining us Tony Carne, Michael Herrmann, and Paul McGrath 🙏🙏🙏

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A practical guide to what it really takes to build, scale, and secure AI in the enterprise. Across three deep-dive chapters, this exclusive report reveals how leading Australian organisations -- including NAB, TBWA, ANU, Redkite, and Outline Global -- are navigating the real-world challenges of AI adoption. With 85% of AI projects expected to miss the mark, and investment predicted to hit US$4.8 trillion by 2033, these insights couldn’t come at a better time. Here’s what you’ll get: Chapter 1: Security & Privacy Chapter 2: Model & Service Selection Chapter 3: Scaling AI Proof-of-concept is easy. Scaling is hard. See how ANU and Outline Global are building future-ready platforms and delivering AI ROI at scale. Whether you’re starting your AI journey or scaling fast, this report is your blueprint for what’s next. Read the full 3-part series now: https://lnkd.in/dVCxsvB9 #AI #CyberSecurity #DataStrategy #Innovation #TechLeadership #DigitalTransformation

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I’m not entirely sure what I’ve got myself into here... After three years of writing about Challenger Marketing for the Marketing Association, they’ve finally talked me into doing a webinar on it. Apparently it’s time to stop hiding behind the keyboard and actually talk about it 😅 Next month I’ll be sharing some of the more unexpected lessons that have come out of our work and research on how Challenger Brands drive growth. I genuinely think this is relevant to most NZ brands. We’re a small country, with small brands competing against much bigger international players. We don’t have their budgets or resources – so we have to think differently. That’s what being a challenger is all about. If that sounds like you, come along. I’ll be sharing four key lessons that separate brands who just survive from those who truly break through. 👉 https://lnkd.in/gdVcFupP Would love to see a few friendly faces there.

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Oliver Cerovic and Arvind Hickman from B&T asked us the hard-hitting questions on Australia's media waste problem. Luckily, our Head of Media Bill Luu, ECD Matt Batten, and myself had the answers. The opening salvo in AFFINITY's War on [Media] Waste is our Media Waste Calculator, the world's first algorithm to estimate your brand's potential media waste, fuelled by data from over 50 specialist reports on Australia's media landscape.   It launches our new Media+™ model to help Australian marketers find and fix their own lost media money and turn it back toward genuine results.   https://lnkd.in/g_XV_fJj

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AI Marketing Content Creation is here now at Australian Marketing Institute, we worked with Brand-IQ (NZ) Steve Ballantyne to test how far these visual, video and music AI tools can go, bringing our brand elements to life in a way that’s bold, cinematic, and modern. To me its brilliance !   See the AMI AI video here: https://lnkd.in/gmHjABKx   What once took months and a significant budget, can now be achieved in a fraction of the time and cost. This isn’t about replacing human creativity, it’s about extending it. We used great humans, like Steve and our AMI team to create this!   The implications for marketers are profound: faster experimentation, richer storytelling, and entirely new ways to engage audiences.   Read more here: How AI video is quietly changing the way we market: https://lnkd.in/gESpe7hS   The opportunity is here. The question is: how will you use it?   #AMI #MarketingExcellence #Innovation #Marketingcareer #MarketingAI

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Andrew Vakulin's team at Flinders University just published this excellent work revealing the huge disconnect between #drowsy drivers' subjective self-assessment and objective performance. Study participants were segmented into two groups: 1️⃣ Drivers who are Resistant to the effects of drowsiness. 2️⃣ Drivers who are Vulnerable to the effects of drowsiness. The top chart in Figure 3 below reveals the Resistant group exhibited better objective driving performance at KSS 9 than the Vulnerable group at KSS 5! Another contribution to the large body of work showing that #KSS is the wrong ground truth to measure driver impairment due to drowsiness. https://lnkd.in/gRJT5AZK

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"The real threat (to effective TV advertising) is a race to the bottom on price." Our CTV Senior Director, Luke Smith shared his thoughts with Mumbrella about why it's so important for brands to support the broadcasters that deliver quality content (and as a result....outcomes).

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Many Australian brands are contemplating building their own "in-house studios," but the world's largest brands are already adopting a smarter model and many are rapidly dismantling or recalibrating their inhouse capabilities. My latest article uses a simple analogy to explain why partnering for content production, rather than going it alone, is the key to unlocking agility, consistency, and global scale. Don’t get me wrong, Inhousing still has a very important role to play - but I believe many brands are making some big mistakes when it comes to what roles to inhouse and where to partner and outsource. Discover why the smartest brands are letting go of the operational headaches to focus on what truly drives growth. #hogarth #contentstudios #productionstrategy

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"When we participate in politics to solve a problem, we’re participating transactionally. But when we participate in politics to express who we are, that’s a signal that politics has become an identity.” Ezra Klein When times are tough, or even just feel that way, we expect a lot from one vote. And when the outcome doesn't deliver, people start to disengage or feel disenfranchised. In Australia, compulsory voting offers some protection against this. But in some places, whilst participation is still high, it's starting to soften. More people are questioning whether politics will actually deliver for them. And that can contribute to the rise of populism, and with it polarisation. When that belief in politics delivering starts to drop, telling people why their vote matters won't cut it. They simply won't believe you. So tell them what voting will do for them. How it'll make them feel. Bring back the fundamental truth: however you vote, it's an unadulteratedly positive thing. That's what Voting. It's A Good Thing is designed to do. It was a pleasure to work with the super smart and lovely people @Fuller including creative strategy director Jordaine Chattaway, and alongside Charlie-Helen Robinson, Immacolata Bollella and the wonderful people at ECSA to deliver the Behavioural Strategy for this campaign. I hope this goes someway to supporting positive and energised electorate in the upcoming South Australian state election.

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“Unless it’s burned onto a cow’s bum, that’s not a brand.” Lino Giangiordano has spent 40+ years refining the art and science of branding for major companies across Australia and Asia, the kind of conversations most people only hear if they’re sitting in a boardroom before a multi-million-dollar brand overhaul. In this episode, he breaks down why your logo is just the starting point, how consistency builds trust that compounds over years, and the quiet, meticulous craft that makes a brand unforgettable. Set a reminder, you don’t get branding advice like this for free. Episode #101 of The Real Biz Life Chronicles drops tomorrow. #TracyFryer #TheRealLifeBizChronicles #LeadWithDistinction #PerthPodcast #BrandingTips #BusinessGrowth #SmallBusinessOwner

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Published today: “Strengthening South Australia’s Economy through Strategic Alignment Between Research and Industry”- a landmark report commissioned by Adelaide University and developed in partnership with Elsevier’s Analytical Services. This report provides a powerful blueprint for turning research excellence into real-world impact, aligning Adelaide University’s strengths with South Australia’s key economic priorities. A great example of how data-driven insights can shape strategy, inform policy, and accelerate innovation. #Elsevier #AnalyticalServices #AdelaideUniversity #ResearchImpact #Innovation #HigherEducation #DataDrivenInsights #Research #Academicleaders #Australia #ANZ Elsevier | Research Intelligence

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With a genuine passion for the energy sector, it’s been a real joy quietly working with the NT’s only private sector electricity retailer, Rimfire Energy, to refresh their brand and bring a quirky name to life (the name’s a story for another time). We created the initial “The Power of Choice” campaign at a pivotal moment - until recently, Territorians could only access electricity through the NT Government owned Jacana (unless they had solar installed). With a shiny new customer onboarding platform now in place, and the ability to seamlessly switch customers from Jacana to Rimfire, we’ve just completed and launched their first fully integrated “Switch to Save” campaign - or Bretail, as I like to call it. The campaign was designed to achieve two clear objectives: 1. Build brand awareness 2. Get Territorians to Switch electricity retailers (not an engrained habit) Suffice to say, the early results are looking very promising. And yes - the “Big Switch” featured in the TVC will soon be hitting shopping centres as part of an NT roadshow. More to come... #supercurious #thepowerofchoice #switchtosave #energy #quirkybrands #bretail

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For a long time I’ve wanted to go deeper than the headlines and uncover the real story of entrepreneurship in Australia. Today I’m proud to share the Lawpath New Business Index, our brand new monthly look at who is starting businesses, where, and why. We have gone well beyond the standard numbers. By combining official government data (over 19 million business records 🤯) with Lawpath’s own proprietary insights, we can now reveal: 🗺 The industries and regions driving new business growth 👩‍💼 The backgrounds, ages, and motivations of Australia’s founders 💡 The shifts in tools, technology, and mindset shaping the next wave of entrepreneurship As Australia’s chosen business formations platform, we have a unique vantage point to understand the DNA of our entrepreneurs and the forces that inspire them to take the leap. A big, big thank you to everyone who helped make this happen (special shoutouts to Yenny Kim + Taru Bhargava + Leena L. + Raja Abbas). From the late nights spent wrangling data to the care bringing the numbers to life, this has been a true team effort. Link to the resource is in the comments. #Lawpath #NewBusinessIndex #Entrepreneurship #SmallBusinessAustralia #FounderStories

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