Communications and Brand
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The story behind Zadro: A journey of innovation and resilience
This article talks to how Felicity Zadro has managed the development and growth of communications and brand agency Zadro. By Alexandra Harrison In 2007, Felicity Zadro had a vision, one that would redefine how businesses approach communication. Frustrated by the fragmented process of hiring a copywriter here, a designer there, and a web developer somewhere else, she knew there had to be a better way. Armed with a Master’s in Communication, a deep understanding of integrated strategic communications, and a fierce determination, she took a bold leap. Turning passion into impact At just 29, Felicity left her job, keeping her employer as Zadro’s first retained client, a partnership that lasted…
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Felicity Zadro – Ticker Interview with Mike Loder
Watch Felicity Zadro’s interview with Mike Loder on Ticker about the importance of brand and why c-suite need to be the biggest brand champions.
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Unlocking Rebranding Potential: Lessons from Michael Hill’s Brand Overhaul of 2024
Michael Hill, the jewellery store, has just pulled off arguably one of the biggest brand overhauls we’ve seen in retail, or anywhere, in recent years. The high street jewellery store synonymous with high-street shopping centres has completely changed their brand, including its logo mark and visual branding, brand proposition, in-store experience, product lines, website, and positioning in the crowded jewellery marketplace. The only thing they’ve seemingly kept is their name, and that they sell jewellery. Chief Marketing Officer, Jo Feeney has been quoted as saying that the brand has never experienced anything like it, and the work has been grounded in “authenticity and connect(s) to our heritage and history.” The…
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Staying ahead of the curve in 2024
Felicity Zadro recently shared her expertise in Dynamic Business – Let’s Talk Business article on The insider’s guide for budget-conscious marketers. Dive into her insights on staying ahead of the curve in 2024 here.
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How do you know when your brand is working for you?
“What is a brand?” and “What is its real impact on your business’ success?” are two of the most important questions organisation owners and operators can ask. Having a business that has a logo, does not equal having a brand. But having a brand – one that is working, active, refreshed, and authentic – does equal having a business. This is because it takes a long time to build credibility, awareness, recognition, and basically an understanding of what you stand for in the world. It takes time to build what your stakeholders, including your staff, can expect (and not expect) from you. Fundamentally, your brand is a long-term relationship that…
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Crisis Communications: Insurance for your brand and reputation
Corporate crises can come in many forms: technical issues, natural disasters, shifts in government policy, employee misconduct, customer complaints, a global pandemic, cybersecurity, product recalls, conflict with interest groups – to name a few. One thing is certain, at some stage in your career you’ll need to deal with a crisis that has potential ramifications for your most valuable assets: your brand, reputation and stakeholder relationships – or even your business survival. Each organisation has a unique set of risks and exposures in addition to their people’s behaviour that can impact them dramatically and quickly. Therefore, the best way to address a crisis is proactively and with a carefully considered…
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Communicating Your Value to Your Members All Year Round
One of the questions Associations are asking themselves right now is: how can we communicate the value of our membership? When so much has changed due to the pandemic, the cost versus return of Association membership is being brought into sharp focus. We know the perceived value of membership is key to why organisations become members, renew or stay engaged. However, how we describe and communicate value is a common challenge for all Associations. A good place to start when communicating value is to ask: ‘What does value mean to our members?’ and ‘How is that reflected in our business model?’ What is value? The definition of value includes:…
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BreakOut Series – Media and PR – the big questions and issues.
Felicity Zadro joins Brad Foster in a four-part series on the relationship between media and PR. This series was filmed in Sydney at the end of 2020 as part of the MICENET BreakOut Series. Brad Foster has over 20 years experience in business events journalism and is a leading editor in the industry. We have a frank conversation about creating news, how to work with the media, what not to do, the value of the press release and more! Thank you to AV1 for the use of their studios at the MCA Sydney. Episode One of Working with the Media – the relationship between PR and Media, what is news…
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Back to the future of events (podcast)
Ep. 7 – Your Future Hasn’t Been Written Yet (with Felicity Zadro) There’s been a lot speculation about when our beloved industry will be able to start up again… some of us have even been wondering if we have a voice representing us. In this episode, we find out that we don’t have one voice, we have an army of them. Our guest, Felicity Zadro from Zadro Agency joins us for a chat straight after an Exhibition & Events Association of Australasia (EEAA) meeting just minutes before our chat. We hear all about the proactive lobbying that the board of EEAA have been doing on our behalf. She shares her agency’s approach…
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Is the Liberal Party brand dead? A rescue plan for the Liberal Party brand
The debacle that was Australian federal politics last week seems to be on a hiatus for the time being, but what damage have the pollies done to their beloved Liberal Party brand? And, can they be resurrected from the opinion poll chopping block?1 If you were playing buzzword bingo this week, you’d be busy as a beaver. The new PM, Scott Morrisson (or ScoMo), has hammered his keywords relentlessly to media, as if saying them over and over will make us forget the week that was lost to internal bickering. I’m all for key messaging, but it feels as though I’m being smacked on the head by a blunt instrument.…
