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Stories of brand and culture.
Explore updates, insights, and case studies that highlight the power of aligned strategy and thoughtful execution.
Latest News & Insights
Explore our latest articles on brand, culture and events.
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Dovetail Brand Engagement to Speak at The Business Show Australia 2025
We’re proud to announce that Dovetail Brand Engagement will be taking the stage at The Business Show Australia 2025 with a session designed to challenge how businesses think about their brand.
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Events
Dovetail Brand Engagement to Exhibit at The Business Show Australia 2025
We’re excited to announce that we’ll be exhibiting at The Business Show Australia 2025 on 5th and 6th November at the International Convention Centre, Sydney.
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Events
How to maximise your strategic meetings for Brand Engagement success
Crafting a brand identity that resonates across consumers, employees, and other stakeholders is the modern challenge. Strategic meetings, where these and other business elements converge, can be highly effective in aligning goals and actions if done properly. So how do you use them to your best advantage to move your brand up the Brand Engagement Pyramid?
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Crafting enduring brands: lessons from iconic names
Discover how iconic brands like Coca-Cola, Apple, and Disney build lasting legacies through consistency, innovation, and emotional connections. Learn the key traits that make them stand the test of time!
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Events
Attracting top talent: the link between recruitment and branding
“At Dovetail we focus on the convergence of employee and consumer branding as a way to move your brand up the Brand Engagement Pyramid, so it stands to reason that we see brand as a key pillar in attracting top talent to an organisation,” says Dovetail Director Jackie Gordon.
Insights
Engage
Events
The growing importance of Online Reputation Management for brands
In today's digital world, a brand's online reputation can be its strongest asset or its greatest liability. Online Reputation Management (ORM) has become a critical part of business strategy, dealing with the monitoring, influencing, and improving of how a brand is perceived online.
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Engage
Events
Why an Event Strategy is essential
Hosting events has evolved from simple gatherings to powerful tools for engagement and brand growth. With the resurgence of the events industry, businesses are realising that a well-crafted event strategy is essential for achieving meaningful connections and long-lasting impressions.
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Events
Transformative marketing trends in 2024 : Reinventing brand-customer engagement
The realm of marketing is in a constant state of flux, perpetually shaped by technological advancements, changing consumer preferences, and the ever-evolving data privacy landscape.
Insights
Engage
Events
Beyond boardrooms: How succession planning shapes organisational DNA and brand image
Succession planning goes beyond filling leadership roles—it shapes an organisation's DNA, drives resilience, and strengthens brand values. By preparing leaders who align with core values and long-term vision, companies build trust, ensure continuity, and attract top talent. Discover how Dovetail’s approach integrates brand strategy and leadership development for lasting impact.
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Events
Why overseas conferencing is easier than you think
Hosting conferences overseas has traditionally been a venture reserved for large corporations with hefty budgets. The reality is shifting, and Australian companies are finding that taking their conferences abroad is not only feasible but also strategically advantageous.
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Events
Navigating turbulence: how Qantas can rebuild its damaged brand
Qantas faces a reputational storm with legal battles, employee trust issues, and declining customer loyalty. New CEO Vanessa Hudson steps into this pivotal moment, tasked with rebuilding trust and authenticity. With strategies like transparency, customer reconnection, and employee engagement, Qantas has a chance to recover and soar once again.
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Events
The Importance of Content Marketing for Brand Engagement
In today’s digital world, content marketing isn’t just a strategy—it’s essential for brand engagement. Learn how storytelling, trust-building, and community-driven content can transform your brand into an industry leader. Explore how Glossier’s content-driven success shows the power of consistency, quality, and audience participation in building loyal customers. Find out how content marketing drives organic traffic, personalises experiences, and boosts long-term brand devotion.
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Developing your Leadership Strategy - What you should be actioning now
Start planning your leadership strategy now. Learn how to enhance engagement, attract future leaders, and retain top talent with expert insights from Jackie Gordon at Dovetail. Discover actionable steps like leadership workshops, mentorship programs, and well-being retreats that will set your organisation up for success.
Insights
Engage
Events
Preparing your brand for the rise of sustainability
Sustainability has evolved into a global priority, reshaping consumer expectations and brand responsibilities. With 66% of consumers willing to pay more for eco-friendly products, authenticity and transparency are key to thriving in this new landscape. From supply chain audits to innovative product designs and impactful storytelling, brands like LEGO and Intrepid Travel lead the way. Will your brand rise to the challenge?
Insights
Engage
Events
Your 2024 Brand Engagement Strategy - A comprehensive action plan for brand owners
Preparation is the key to success in the fast-paced world of brand engagement. Now is the perfect time to assess and strategize for the future. Discover how to enhance your brand’s engagement by revisiting your purpose, understanding evolving consumer behavior, and crafting adaptive strategies. Dovetail's expert guidance can help you refine your brand's positioning, align your content strategy with SEO trends, and prepare for future market shifts. The earlier you start, the more time you’ll have to perfect your approach and stay ahead of the competition."
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Events
Strategic approaches to supercharge your product launch events
Unveiling a new product is a defining moment in a brand's evolution. In a marketplace crowded with competition, these launches demand more than a basic presentation - they require events that captivate, engage, and leave a lasting impression. So, how do you design a product launch that resonates and maximises impact?
Insights
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Events
The power of storytelling in brand engagement
What’s your brand’s story? In a crowded market, facts and features aren’t enough - today’s consumers crave connection. Discover how brands like Thankyou, Koala, and Whittaker’s use storytelling to inspire loyalty, build emotional bonds, and stand out from the noise. Ready to transform your brand’s narrative into a powerful tool for engagement?
Insights
Engage
Events
Are we entering a post-digital era in branding and engagement?
Discover how companies like IKEA and Lush are blending the digital and physical worlds to create mind-blowing customer experiences. From AR shopping tools to smart devices that predict your needs, this new era of marketing is all about seamless, personalised interactions. Ready to see what the future looks like?
Insights
Engage
Events
Engaging a multi-generational workforce: the art of balancing expectations
Four generations, one workplace: how do you keep everyone motivated? From Baby Boomers' loyalty to Gen Z's love for innovation, the modern workforce demands a nuanced approach. Discover how personalised engagement, flexible work options, and mentorship programs can bridge generational gaps and unlock your team’s potential. Ready to learn the secrets to multigenerational success?
Insights
Engage
Events
Global trends in event planning
The event planning landscape is transforming, driven by technology, evolving attendee expectations, and a focus on sustainability. Modern events demand more than logistics - they require strategic planning that enhances engagement and delivers memorable experiences. From hybrid models and sustainable practices to technology integration and personalised attendee journeys, today’s trends are reshaping the way we connect, inspire, and create impact. So, how can you leverage these shifts to elevate your next event?
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Events
What can happen when HR and Marketing actually work
Explore how a strong partnership between HR and Marketing can enhance brand reputation and engagement. By aligning goals, sharing communication channels, and integrating strategies, both departments can work together to create a unified, authentic message that resonates internally and externally. From mutual objectives to shared metrics, discover the key strategies for building a cohesive brand that maximises the potential of both your people and your brand.
Insights
Engage
Events
The integral connection between employee well-being and your employer brand
What makes a company truly stand out? It’s not just the products or services — it’s how they treat their people. From mental health initiatives to flexible work programs, organisations like NAB and Mirvac are redefining what it means to care for employees. The result? Stronger employer brands, higher retention, and happier, more engaged teams. Ready to explore how prioritising well-being can elevate your brand and business success?
Insights
Engage
Events
Redefining Consumer Branding: A Dovetail perspective on AI and Data
In a world where technology meets consumer experience, AI and data are revolutionising how brands connect with their audiences. From Netflix’s personalised recommendations to Bookwell’s tailored services, these innovations empower businesses of all sizes to elevate customer loyalty and engagement. Imagine travel companies predicting your perfect holiday or bookstores crafting recommendations as you browse. At Dovetail, we see AI and data not just as tools but as catalysts for transformation. Ready to explore how these technologies can take your brand to the next level?
Insights
Engage
Events
Employer Branding Best Practice
Discover how a strong Employer Brand shapes everything from recruitment to employee retention. Learn key strategies for success: clear Employer Value Proposition (EVP), authenticity, employee advocacy, and digital presence. Explore the influence of Gen Z, who values transparency, social impact, and brands with purpose. Companies like Salesforce and Thankyou Group are leading the way by embracing these principles. As Gen Z redefines branding, it’s time to adapt and align with their values for deeper, meaningful connections.
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Events
Creating inclusive events: our perspective on planning for diverse audiences and needs
Event planning has evolved into crafting inclusive experiences that resonate with diverse audiences. At Dovetail, we believe inclusivity in events is more than a trend - it’s a reflection of an organisation's commitment to equality and respect for diversity. From accessibility and cultural sensitivity to personalised communication and programming, inclusive events bring a sense of belonging and drive deeper brand engagement. How can your next event embrace inclusivity to leave a lasting impact?
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The role of internal communication in building your employer brand
Want to boost engagement, loyalty, and your company's reputation? Discover how transparent communication, tech tools, and employee feedback can skyrocket your employer brand! Don't miss out on these game-changing strategies.
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How to create an Employee Ambassador Programme: inspiring advocacy and loyalty within your workforce
An Employee Ambassador Programme can transform your workforce into passionate brand advocates, driving company culture, boosting brand reputation, and supporting business success. By selecting enthusiastic employees, providing training, and encouraging authentic content creation, you can expand your brand’s reach and connect with customers in a more relatable way. Learn how companies like Ritz-Carlton use this strategy to enhance guest experiences and drive loyalty. Ready to leverage your team as ambassadors? Start building your programme today!
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Events
Sustainable Branding: The Impact of Environmental and Social Initiatives on Your Brand
Want to build a loyal customer base and stay ahead of the competition? Discover how brands like KeepCup, Outland Denim, and Patagonia use sustainability to win hearts and boost profits. Learn how aligning your brand with eco-friendly values can lead to long-term success and why it’s essential for Gen Z and Millennial consumers.
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Events
The Power of Authenticity: Building trust through transparent consumer branding
In today’s market, transparency is the key to building trust and driving loyalty. Brands like Aesop and Who Gives A Crap show how openness about values, products, and processes fosters strong connections. Learn how to use transparent branding to elevate your brand, connect authentically with consumers, and rise above the competition.
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Events
Co-branding and collaboration - joining brand forces
Co-branding with other brands can boost your reach, increase engagement, and open up new markets. Learn from iconic collaborations like Boost Juice & Vegemite and Gorman & Birkenstock. Discover how partnering with the right brands can elevate your brand image, reduce costs, and create unique offerings that set you apart.
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How employee wellbeing impacts your employer brand
Discover how investing in employee wellbeing creates a thriving workplace, enhances productivity, attracts top talent, and strengthens your employer brand. Learn from Envato's success in driving a healthy, supportive environment that drives business growth and loyalty.
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Are your Employee and Consumer brands in different places on the Brand Engagement Pyramid?
Our Seven Steps to Brand Engagement strategic framework helps align employee and consumer brand experiences, creating a powerful and unified brand. Learn how to assess brand engagement, avoid costly mismatches like 7-Eleven and Grill’d, and propel your brand to the top of the pyramid for lasting devotion.
Insights
Engage
Events
How your Diversity and Inclusion practices can impact your brand engagement
Diversity and inclusion (D&I) are essential for creating a thriving workplace where employees feel valued and empowered. A diverse workforce sparks innovation, enhances teamwork, and boosts brand reputation. Explore how fostering D&I leads to better employee engagement, stronger customer relationships, and a competitive edge. Learn from case studies like Lorna Jane and Everlane, where D&I missteps led to backlash, and how your business can avoid similar pitfalls while building a culture of belonging and fairness.
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Events
How adversity builds great brands - inspiring stories from Australian companies
In a world filled with challenges, adversity can actually be the key to building a resilient and successful brand. Explore how Aussie brands like Carman’s Fine Foods, Four Pillars Gin, and Koala turned setbacks into opportunities, emerging stronger and more respected in their industries. From navigating recalls and fires to taking bold ethical stances, these brands show us how to thrive through tough times. Learn how their stories of perseverance and innovation can inspire your own brand's journey to success.
Insights
Engage
Events
The benefits of a brand-reflective workplace: Enhancing employee and customer engagement and building your brand
Your workplace design can significantly impact both employee and customer engagement. By reflecting your company’s values, you can improve morale, productivity, and create a lasting impression. In this post, we explore how thoughtful office design - from ergonomic furniture to brand-aligned décor - enhances satisfaction and customer experience. Featuring examples like Patagonia’s sustainable office and Wells Fargo’s workspace transformation, discover how even small changes can strengthen your brand’s connection with employees and clients.
Insights
Engage
Events
Creating a valuable asset for your balance sheet
Your brand is a powerful intangible asset that can significantly boost your business’s value. With upcoming accounting changes recognising brand value on balance sheets, now is the time to start managing and nurturing your brand. Learn how to increase your brand's worth, boost shareholder value, and prepare for the future—starting today.
Insights
Engage
Events
How engaging social content can help you attract talent
With Australia's low unemployment, attracting talent is more competitive than ever. Social media is a powerful tool to showcase your company culture, highlight employee stories, and engage your team in recruitment efforts. See how brands like Safety Culture and Reid Stockfeeds use content to stand out and attract top candidates, saving on costly recruitment fees.
Insights
Engage
Events
How a Brand Audit Can Transform Your Business and Brand
In the first step of our Seven Steps to Brand Engagement strategy, we dive into the importance of a Brand Audit. Whether you're launching a new brand or refreshing an existing one, this process helps you define your identity, positioning, and values to engage both customers and employees. Discover how a Brand Audit can uncover consumer insights, guide brand strategy, and set your brand up for long-term success. Plus, learn from real-world examples like Nimy Resources and Reid Stockfeeds to see how it can work for you.
Insights
Engage
Events
Have you ever surveyed your employees and customers - at the same time? Here is why you should.
In this article, we explore the power of conducting both customer and employee engagement surveys at the same time. By aligning these two perspectives, businesses can uncover critical insights into brand perception and identify any misalignments. Learn how simultaneous surveys provide a more accurate picture of where your brand stands on the engagement pyramid, highlight gaps between customer and employee experiences, and empower businesses to take swift action. Plus, discover how PETstock successfully used this approach to fuel their growth.
Insights
Engage
Events
The costs of not protecting your brand legally
Neglecting to legally protect your brand can lead to costly legal battles, forced rebranding, and lost market value. Through real-life examples like Cadbury’s purple packaging dispute, we show the devastating financial impact of failing to register trademarks. Learn why protecting your brand is a critical investment and avoid costly mistakes down the line.
Insights
Engage
Events
Why your Employer Brand is even more important in this talent short market
In today’s competitive job market, your Employee Value Proposition (EVP) and Employer Brand (EB) are key to attracting and keeping top talent. With record-low unemployment and high worker demand, businesses must stand out by offering more than just salary and job security. Candidates now prioritise work-life balance, company culture, and leadership alignment. Discover how aligning your EVP and EB with these values can give you a crucial edge in a time of unprecedented employment challenges.
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Events
The importance of protecting your brand identity
A strong brand identity, including a distinctive logo, color scheme, and tagline, connects emotionally with consumers. Brands like Coca-Cola and Airbnb have successfully evolved their identities to reflect their core values. Protecting this identity is crucial—trademarking your brand prevents competitors from copying it. Legal cases like Vegemite vs. Buttermite and Penfolds' trademark battle in China highlight the importance of safeguarding your brand.
Insights
Engage
Events
How does your brand stack up against your competitors?
Brand Audits evaluate how your brand connects with customers, employees, and competitors. They help assess positioning, messaging, culture, and experiences to ensure relevance and consistency. Audits are vital during product changes, market shifts, or company transformations. Brands like Dunkin’, Weight Watchers, and Netflix show how audits drive strategic growth and long-term success.
Insights
Engage
Events
How to write the perfect employee newsletter
Are your employees always the last to know about company updates? If your internal communication relies on hearsay, scattered emails, or public channels, it’s time for a change. Aligning internal and external messaging is critical for driving trust and engagement.
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Engage
Events
Top 5 Tips to Create the Perfect Networking Event
Networking events are an excellent way to build connections, share ideas, and grow professionally, but hosting a successful one takes careful planning. From defining your event’s purpose to selecting the right venue, spreading the word, and keeping attendees engaged, there are key steps to ensure your event stands out. This article covers practical tips to make your next networking event a hit, from start to finish.
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Hong Kong in Focus
Skyscrapers meet tradition in a city full of possibilities. Stunning venues, luxurious hotels, and unforgettable experiences await! From exclusive dining at The Murray to exploring the Temple Street Night Market, Hong Kong is the perfect blend of business and culture. Plan your next event in this dynamic destination with perks from Meetings & Events Hong Kong.
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Inspiration from around the Globe
From the tropical charm of Hawaii to the bustling streets of Hong Kong, the Get Global exhibition unveiled incredible destinations for your next event. Discover new venues in New Zealand, exciting incentives in Singapore, and exclusive experiences in Malaysia and Japan. Whether it’s a private dinner on Duck Island or a cruise on the World Star Ferry, the options for memorable MICE events are endless!
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Bali in Focus - Part 2
Ubud offers a serene and unique setting for your next event, blending luxury and natural beauty. From the Ritz-Carlton Mandapa’s villas for executive retreats to the eco-friendly Maya Ubud Resort’s spectacular views, this area is perfect for combining relaxation with business. Enjoy team-building activities like white-water rafting or cooking classes, and unwind at wellness resorts.
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Bali in Focus - Part 1
Bali isn’t just for holidays—it’s a fantastic destination for meetings, conferences, and events! Discover the hidden gems of Kuta, Nusa Dua, and Seminyak, each offering unique venues, luxury resorts, and exciting team-building activities. Whether it’s the intimate Golden Tulip Jineng Resort or the grand ballroom at The Stones Hotel, Bali has the perfect setting for every event. Stay tuned for more insights in Part 2, as we explore the cultural heart of Bali in Ubud!
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Singapore in Focus
Singapore never fails to impress with its blend of culture, innovation, and stunning event venues. Highlights from my latest trip include the National Gallery's rooftop dining, the unique CHIJMES for weddings and meetings, and the luxurious Royal Albatross Tallship for unforgettable events at sea. Whether at the stylish South Beach Hotel or the newly revamped Sofitel Resort & Spa, Singapore offers the perfect setting for your next special event.
Industry Insights
Explore our latest articles on brand, culture and events.
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Dovetail Brand Engagement to Speak at The Business Show Australia 2025
We’re proud to announce that Dovetail Brand Engagement will be taking the stage at The Business Show Australia 2025 with a session designed to challenge how businesses think about their brand.
Insights
Engage
Events
Dovetail Brand Engagement to Exhibit at The Business Show Australia 2025
We’re excited to announce that we’ll be exhibiting at The Business Show Australia 2025 on 5th and 6th November at the International Convention Centre, Sydney.
Insights
Engage
Events
Attracting top talent: the link between recruitment and branding
“At Dovetail we focus on the convergence of employee and consumer branding as a way to move your brand up the Brand Engagement Pyramid, so it stands to reason that we see brand as a key pillar in attracting top talent to an organisation,” says Dovetail Director Jackie Gordon.
Insights
Engage
Events
The growing importance of Online Reputation Management for brands
In today's digital world, a brand's online reputation can be its strongest asset or its greatest liability. Online Reputation Management (ORM) has become a critical part of business strategy, dealing with the monitoring, influencing, and improving of how a brand is perceived online.
Insights
Engage
Events
Transformative marketing trends in 2024 : Reinventing brand-customer engagement
The realm of marketing is in a constant state of flux, perpetually shaped by technological advancements, changing consumer preferences, and the ever-evolving data privacy landscape.
Insights
Engage
Events
Developing your Leadership Strategy - What you should be actioning now
Start planning your leadership strategy now. Learn how to enhance engagement, attract future leaders, and retain top talent with expert insights from Jackie Gordon at Dovetail. Discover actionable steps like leadership workshops, mentorship programs, and well-being retreats that will set your organisation up for success.
Insights
Engage
Events
Your 2024 Brand Engagement Strategy - A comprehensive action plan for brand owners
Preparation is the key to success in the fast-paced world of brand engagement. Now is the perfect time to assess and strategize for the future. Discover how to enhance your brand’s engagement by revisiting your purpose, understanding evolving consumer behavior, and crafting adaptive strategies. Dovetail's expert guidance can help you refine your brand's positioning, align your content strategy with SEO trends, and prepare for future market shifts. The earlier you start, the more time you’ll have to perfect your approach and stay ahead of the competition."
Insights
Engage
Events
The power of storytelling in brand engagement
What’s your brand’s story? In a crowded market, facts and features aren’t enough - today’s consumers crave connection. Discover how brands like Thankyou, Koala, and Whittaker’s use storytelling to inspire loyalty, build emotional bonds, and stand out from the noise. Ready to transform your brand’s narrative into a powerful tool for engagement?
Insights
Engage
Events
Engaging a multi-generational workforce: the art of balancing expectations
Four generations, one workplace: how do you keep everyone motivated? From Baby Boomers' loyalty to Gen Z's love for innovation, the modern workforce demands a nuanced approach. Discover how personalised engagement, flexible work options, and mentorship programs can bridge generational gaps and unlock your team’s potential. Ready to learn the secrets to multigenerational success?
Insights
Engage
Events
The integral connection between employee well-being and your employer brand
What makes a company truly stand out? It’s not just the products or services — it’s how they treat their people. From mental health initiatives to flexible work programs, organisations like NAB and Mirvac are redefining what it means to care for employees. The result? Stronger employer brands, higher retention, and happier, more engaged teams. Ready to explore how prioritising well-being can elevate your brand and business success?
Insights
Engage
Events
Redefining Consumer Branding: A Dovetail perspective on AI and Data
In a world where technology meets consumer experience, AI and data are revolutionising how brands connect with their audiences. From Netflix’s personalised recommendations to Bookwell’s tailored services, these innovations empower businesses of all sizes to elevate customer loyalty and engagement. Imagine travel companies predicting your perfect holiday or bookstores crafting recommendations as you browse. At Dovetail, we see AI and data not just as tools but as catalysts for transformation. Ready to explore how these technologies can take your brand to the next level?
Insights
Engage
Events
How to create an Employee Ambassador Programme: inspiring advocacy and loyalty within your workforce
An Employee Ambassador Programme can transform your workforce into passionate brand advocates, driving company culture, boosting brand reputation, and supporting business success. By selecting enthusiastic employees, providing training, and encouraging authentic content creation, you can expand your brand’s reach and connect with customers in a more relatable way. Learn how companies like Ritz-Carlton use this strategy to enhance guest experiences and drive loyalty. Ready to leverage your team as ambassadors? Start building your programme today!
Insights
Engage
Events
The Power of Authenticity: Building trust through transparent consumer branding
In today’s market, transparency is the key to building trust and driving loyalty. Brands like Aesop and Who Gives A Crap show how openness about values, products, and processes fosters strong connections. Learn how to use transparent branding to elevate your brand, connect authentically with consumers, and rise above the competition.
Insights
Engage
Events
Are your Employee and Consumer brands in different places on the Brand Engagement Pyramid?
Our Seven Steps to Brand Engagement strategic framework helps align employee and consumer brand experiences, creating a powerful and unified brand. Learn how to assess brand engagement, avoid costly mismatches like 7-Eleven and Grill’d, and propel your brand to the top of the pyramid for lasting devotion.
Insights
Engage
Events
How your Diversity and Inclusion practices can impact your brand engagement
Diversity and inclusion (D&I) are essential for creating a thriving workplace where employees feel valued and empowered. A diverse workforce sparks innovation, enhances teamwork, and boosts brand reputation. Explore how fostering D&I leads to better employee engagement, stronger customer relationships, and a competitive edge. Learn from case studies like Lorna Jane and Everlane, where D&I missteps led to backlash, and how your business can avoid similar pitfalls while building a culture of belonging and fairness.
Insights
Engage
Events
The benefits of a brand-reflective workplace: Enhancing employee and customer engagement and building your brand
Your workplace design can significantly impact both employee and customer engagement. By reflecting your company’s values, you can improve morale, productivity, and create a lasting impression. In this post, we explore how thoughtful office design - from ergonomic furniture to brand-aligned décor - enhances satisfaction and customer experience. Featuring examples like Patagonia’s sustainable office and Wells Fargo’s workspace transformation, discover how even small changes can strengthen your brand’s connection with employees and clients.
Insights
Engage
Events
Creating a valuable asset for your balance sheet
Your brand is a powerful intangible asset that can significantly boost your business’s value. With upcoming accounting changes recognising brand value on balance sheets, now is the time to start managing and nurturing your brand. Learn how to increase your brand's worth, boost shareholder value, and prepare for the future—starting today.
Insights
Engage
Events
How engaging social content can help you attract talent
With Australia's low unemployment, attracting talent is more competitive than ever. Social media is a powerful tool to showcase your company culture, highlight employee stories, and engage your team in recruitment efforts. See how brands like Safety Culture and Reid Stockfeeds use content to stand out and attract top candidates, saving on costly recruitment fees.
Insights
Engage
Events
How a Brand Audit Can Transform Your Business and Brand
In the first step of our Seven Steps to Brand Engagement strategy, we dive into the importance of a Brand Audit. Whether you're launching a new brand or refreshing an existing one, this process helps you define your identity, positioning, and values to engage both customers and employees. Discover how a Brand Audit can uncover consumer insights, guide brand strategy, and set your brand up for long-term success. Plus, learn from real-world examples like Nimy Resources and Reid Stockfeeds to see how it can work for you.
Insights
Engage
Events
Have you ever surveyed your employees and customers - at the same time? Here is why you should.
In this article, we explore the power of conducting both customer and employee engagement surveys at the same time. By aligning these two perspectives, businesses can uncover critical insights into brand perception and identify any misalignments. Learn how simultaneous surveys provide a more accurate picture of where your brand stands on the engagement pyramid, highlight gaps between customer and employee experiences, and empower businesses to take swift action. Plus, discover how PETstock successfully used this approach to fuel their growth.
Insights
Engage
Events
The costs of not protecting your brand legally
Neglecting to legally protect your brand can lead to costly legal battles, forced rebranding, and lost market value. Through real-life examples like Cadbury’s purple packaging dispute, we show the devastating financial impact of failing to register trademarks. Learn why protecting your brand is a critical investment and avoid costly mistakes down the line.
Insights
Engage
Events
The importance of protecting your brand identity
A strong brand identity, including a distinctive logo, color scheme, and tagline, connects emotionally with consumers. Brands like Coca-Cola and Airbnb have successfully evolved their identities to reflect their core values. Protecting this identity is crucial—trademarking your brand prevents competitors from copying it. Legal cases like Vegemite vs. Buttermite and Penfolds' trademark battle in China highlight the importance of safeguarding your brand.
Insights
Engage
Events
How does your brand stack up against your competitors?
Brand Audits evaluate how your brand connects with customers, employees, and competitors. They help assess positioning, messaging, culture, and experiences to ensure relevance and consistency. Audits are vital during product changes, market shifts, or company transformations. Brands like Dunkin’, Weight Watchers, and Netflix show how audits drive strategic growth and long-term success.
Insights
Engage
Events
How to write the perfect employee newsletter
Are your employees always the last to know about company updates? If your internal communication relies on hearsay, scattered emails, or public channels, it’s time for a change. Aligning internal and external messaging is critical for driving trust and engagement.
Brand Engagement
Explore our latest articles on brand, culture and events.
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Events
How to maximise your strategic meetings for Brand Engagement success
Crafting a brand identity that resonates across consumers, employees, and other stakeholders is the modern challenge. Strategic meetings, where these and other business elements converge, can be highly effective in aligning goals and actions if done properly. So how do you use them to your best advantage to move your brand up the Brand Engagement Pyramid?
Insights
Engage
Events
Crafting enduring brands: lessons from iconic names
Discover how iconic brands like Coca-Cola, Apple, and Disney build lasting legacies through consistency, innovation, and emotional connections. Learn the key traits that make them stand the test of time!
Insights
Engage
Events
Beyond boardrooms: How succession planning shapes organisational DNA and brand image
Succession planning goes beyond filling leadership roles—it shapes an organisation's DNA, drives resilience, and strengthens brand values. By preparing leaders who align with core values and long-term vision, companies build trust, ensure continuity, and attract top talent. Discover how Dovetail’s approach integrates brand strategy and leadership development for lasting impact.
Insights
Engage
Events
Navigating turbulence: how Qantas can rebuild its damaged brand
Qantas faces a reputational storm with legal battles, employee trust issues, and declining customer loyalty. New CEO Vanessa Hudson steps into this pivotal moment, tasked with rebuilding trust and authenticity. With strategies like transparency, customer reconnection, and employee engagement, Qantas has a chance to recover and soar once again.
Insights
Engage
Events
Preparing your brand for the rise of sustainability
Sustainability has evolved into a global priority, reshaping consumer expectations and brand responsibilities. With 66% of consumers willing to pay more for eco-friendly products, authenticity and transparency are key to thriving in this new landscape. From supply chain audits to innovative product designs and impactful storytelling, brands like LEGO and Intrepid Travel lead the way. Will your brand rise to the challenge?
Insights
Engage
Events
Are we entering a post-digital era in branding and engagement?
Discover how companies like IKEA and Lush are blending the digital and physical worlds to create mind-blowing customer experiences. From AR shopping tools to smart devices that predict your needs, this new era of marketing is all about seamless, personalised interactions. Ready to see what the future looks like?
Insights
Engage
Events
What can happen when HR and Marketing actually work
Explore how a strong partnership between HR and Marketing can enhance brand reputation and engagement. By aligning goals, sharing communication channels, and integrating strategies, both departments can work together to create a unified, authentic message that resonates internally and externally. From mutual objectives to shared metrics, discover the key strategies for building a cohesive brand that maximises the potential of both your people and your brand.
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Employer Branding Best Practice
Discover how a strong Employer Brand shapes everything from recruitment to employee retention. Learn key strategies for success: clear Employer Value Proposition (EVP), authenticity, employee advocacy, and digital presence. Explore the influence of Gen Z, who values transparency, social impact, and brands with purpose. Companies like Salesforce and Thankyou Group are leading the way by embracing these principles. As Gen Z redefines branding, it’s time to adapt and align with their values for deeper, meaningful connections.
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The role of internal communication in building your employer brand
Want to boost engagement, loyalty, and your company's reputation? Discover how transparent communication, tech tools, and employee feedback can skyrocket your employer brand! Don't miss out on these game-changing strategies.
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Sustainable Branding: The Impact of Environmental and Social Initiatives on Your Brand
Want to build a loyal customer base and stay ahead of the competition? Discover how brands like KeepCup, Outland Denim, and Patagonia use sustainability to win hearts and boost profits. Learn how aligning your brand with eco-friendly values can lead to long-term success and why it’s essential for Gen Z and Millennial consumers.
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Co-branding and collaboration - joining brand forces
Co-branding with other brands can boost your reach, increase engagement, and open up new markets. Learn from iconic collaborations like Boost Juice & Vegemite and Gorman & Birkenstock. Discover how partnering with the right brands can elevate your brand image, reduce costs, and create unique offerings that set you apart.
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How employee wellbeing impacts your employer brand
Discover how investing in employee wellbeing creates a thriving workplace, enhances productivity, attracts top talent, and strengthens your employer brand. Learn from Envato's success in driving a healthy, supportive environment that drives business growth and loyalty.
Our Events
Explore our latest articles on brand, culture and events.
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Why an Event Strategy is essential
Hosting events has evolved from simple gatherings to powerful tools for engagement and brand growth. With the resurgence of the events industry, businesses are realising that a well-crafted event strategy is essential for achieving meaningful connections and long-lasting impressions.
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Why overseas conferencing is easier than you think
Hosting conferences overseas has traditionally been a venture reserved for large corporations with hefty budgets. The reality is shifting, and Australian companies are finding that taking their conferences abroad is not only feasible but also strategically advantageous.
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Strategic approaches to supercharge your product launch events
Unveiling a new product is a defining moment in a brand's evolution. In a marketplace crowded with competition, these launches demand more than a basic presentation - they require events that captivate, engage, and leave a lasting impression. So, how do you design a product launch that resonates and maximises impact?
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Global trends in event planning
The event planning landscape is transforming, driven by technology, evolving attendee expectations, and a focus on sustainability. Modern events demand more than logistics - they require strategic planning that enhances engagement and delivers memorable experiences. From hybrid models and sustainable practices to technology integration and personalised attendee journeys, today’s trends are reshaping the way we connect, inspire, and create impact. So, how can you leverage these shifts to elevate your next event?
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Creating inclusive events: our perspective on planning for diverse audiences and needs
Event planning has evolved into crafting inclusive experiences that resonate with diverse audiences. At Dovetail, we believe inclusivity in events is more than a trend - it’s a reflection of an organisation's commitment to equality and respect for diversity. From accessibility and cultural sensitivity to personalised communication and programming, inclusive events bring a sense of belonging and drive deeper brand engagement. How can your next event embrace inclusivity to leave a lasting impact?
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Top 5 Tips to Create the Perfect Networking Event
Networking events are an excellent way to build connections, share ideas, and grow professionally, but hosting a successful one takes careful planning. From defining your event’s purpose to selecting the right venue, spreading the word, and keeping attendees engaged, there are key steps to ensure your event stands out. This article covers practical tips to make your next networking event a hit, from start to finish.
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Hong Kong in Focus
Skyscrapers meet tradition in a city full of possibilities. Stunning venues, luxurious hotels, and unforgettable experiences await! From exclusive dining at The Murray to exploring the Temple Street Night Market, Hong Kong is the perfect blend of business and culture. Plan your next event in this dynamic destination with perks from Meetings & Events Hong Kong.
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Inspiration from around the Globe
From the tropical charm of Hawaii to the bustling streets of Hong Kong, the Get Global exhibition unveiled incredible destinations for your next event. Discover new venues in New Zealand, exciting incentives in Singapore, and exclusive experiences in Malaysia and Japan. Whether it’s a private dinner on Duck Island or a cruise on the World Star Ferry, the options for memorable MICE events are endless!
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Bali in Focus - Part 2
Ubud offers a serene and unique setting for your next event, blending luxury and natural beauty. From the Ritz-Carlton Mandapa’s villas for executive retreats to the eco-friendly Maya Ubud Resort’s spectacular views, this area is perfect for combining relaxation with business. Enjoy team-building activities like white-water rafting or cooking classes, and unwind at wellness resorts.
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Bali in Focus - Part 1
Bali isn’t just for holidays—it’s a fantastic destination for meetings, conferences, and events! Discover the hidden gems of Kuta, Nusa Dua, and Seminyak, each offering unique venues, luxury resorts, and exciting team-building activities. Whether it’s the intimate Golden Tulip Jineng Resort or the grand ballroom at The Stones Hotel, Bali has the perfect setting for every event. Stay tuned for more insights in Part 2, as we explore the cultural heart of Bali in Ubud!
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Singapore in Focus
Singapore never fails to impress with its blend of culture, innovation, and stunning event venues. Highlights from my latest trip include the National Gallery's rooftop dining, the unique CHIJMES for weddings and meetings, and the luxurious Royal Albatross Tallship for unforgettable events at sea. Whether at the stylish South Beach Hotel or the newly revamped Sofitel Resort & Spa, Singapore offers the perfect setting for your next special event.
Let’s create something incredible.
Your brand has a story to tell, and your culture brings it to life. At Dovetail, we align these elements to create something meaningful—something that connects, inspires, and drives real growth - we’re here to bring your vision to life.