The brand building handbook for business leaders

Branding to Differ provides a practical and comprehensive look at best practice branding for those requiring a real understanding of brand development and management. Ambrosi demonstrates that the brand is fundamentally a promise, that it impacts both the emotional and rationale mind, and that ultimately good branding is about expressing a difference.

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Branding to Differ Book
Jean-Luc Ambrosi

About the author

Jean-Luc Ambrosi (BA Psychology, MA Marketing) is an award winning marketer who has built successful brands in the Australian and international nancial landscape. Having worked for both communication agencies and prominent brands, he has forged a reputation of delivering exceptional results. Among his success stories he spectacularly transformed the NAB credit cards brand portfolio and devised the re-branding of Members Equity Bank into ME Bank. He launched and built the BlackRock brand in Australia and his strategic approach ensured Vanguard became one of the leading brands within the Australian asset management landscape. He is currently the Executive General Manager Marketing at Telstra Super.

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Branding to Differ’ is essential reading for those keen to master the art – and science – of building a brand. Instead of textbook theories, Ambrosi draws on his industry experience to challenge long-held myths around what creates or destroys a brand.

Michelle Baltazar
Head of Media & Publisher
Financial Standard

Published...

From CMO Australia


Disrupting marketing as we know it

Call it digital disruption or the fourth industrial revolution, our rapidly evolving environment is affecting consumer perseptions, purchase behaviours aand the way they consume ...

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Are you leading technology changes or is technology leading you?

In a recent conversation with a chief technology officer, he asserted all technology changes in his organisation were being led by IT and not Marketing ...

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Managing brands in a digital world

With digital integration at the core of customer management, many marketers have been questioning whether the principles and approaches to branding are fundamentally different ...

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Building e-motional connection with customers

The warm weather is upon us. It's a time of year often associated with the blossoming of love and relationships, which has me thinking about how marketing has leaped forward ...

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Marketing skills in a virtual world

It wasn't so long ago that CMOs and marketers came to realise they were under-resourced in managing their rapidly expanding digital activities. In fact, marketing departments are still today ...

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Customer centricty or eccentricity?

Have you noticed the number of articles and excruciating LinkedIn updates imparting us with the irefutable merits of 'customer centricity' and how it will change businesses and the world ...

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How to kill a mockingbrand

Australia's retirement system has the enviable repuation of ranking among the best in the world. But despite being hailed as one of the most progressive retirement schemes ...

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The ethics of marketing

Marketing as an art and as a quasi-science has reached a new level of maturity and efficacy, driven in a large part by the increased ability to gather, manipulate and analyse data ...

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Segmentation: Separating the barracuda from the barramundi

Customer segmentation has become a key area of focus for marketing managers. No longer just a novel idea, it is increasingly becoming entrenched in the modus operandi ...

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Who's afraid of digital?

No matter where you look, marketers are torn between excitement and apprehension about the new digital landscape. In fact, the questioning the digital revolution is raising ...

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The unbearable lightness of marketing leadership

As the role of CMO and marketing leader evolves at a frantic pace, growing exponentially in complexity, a question remains: Should managers without recognised marketing credentials be appointed marketing leaders ...

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Taking issue with 'Branzac' advertising

Commenoration of the 100th anniversary of the Anzac landing at Gallipoli has not only been a time to ponder a tragedy that affected too many Australian and New Zealander families, it also shone the headlights on the whole marketing profession ...

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