In this episode of The Marketing Clubhouse, we sit down with Fiona Cortis, Head of Marketing at Blunt Umbrellas, to unpack how one of the most functional product categories has been transformed into a globally aspirational brand. From leading Blunt’s bold 2023 rebrand to balancing long-term brand equity with performance marketing, Fiona shares practical lessons from building a Kiwi brand on the world stage. The conversation dives into metrics, creativity, AI, and the habits that help marketers build brands that actually last.We unpack:How Blunt redefined umbrellas from a purely practical product into a stylish, emotionally driven brandScaling a global brand across NZ, Australia, the UK and the US - without losing Kiwi authenticityBlending long-term brand building with short-term performance marketing (and why you need both)Using metrics to track brand health and digital performance in a data-led, realistic wayWhen tactical activations like DOOH and weather-triggered ads work - and when they don’tThe role AI plays in modern marketing teams, from creative experimentation to efficiency gainsThis episode is for marketers who want to build brands that stand out in unexpected categories - without losing sight of performance. If you’re navigating the tension between long-term brand building and short-term results, scaling a brand internationally, or trying to make “boring” products feel desirable, Fiona’s insights are practical, honest, and immediately useful.You’ll walk away with clear thinking on how to balance creativity with data, experiment without gimmicks, and build resilient brands that last beyond the latest trend.Become part of a community built for career progression, industry connections, real-world learning and all the marketing vibes!Our members get access to educational events, social networking events, dinner club events, webinars, exclusive perks, and a private Slack network of marketers across Australia & New Zealand.Follow us on Linkedin: https://www.linkedin.com/company/the-marketing-club-au-nzFollow us on Instagram: @themarketingclub_aunzFind your membership options and subscribe to our newsletter at www.themarketingclub.com or get in touch at [email protected] Hosted on Acast. See acast.com/privacy for more information.

Ask this episode

“What did the council decide on item 42?” — answered with the speaker and the moment.

Transcript

Related