The big red (and green) supermarket price disaster; Four Pillars brand mastermind Matt Jones to present Unlock keynote
The big red (and green) supermarket price disaster; Four Pillars brand mastermind Matt Jones to present Unlock keynote
Welcome to a midweek update from Unmade. In today’s content for our paying members, we examine the long term brand damage Woolworths and Coles will face over the ACCC’s prosecution. And we reveal the first content for Unlock, our conference covering marketing and media in the night time economy.
If you’ve been thinking about upgrading to an Unmade membership, this is the perfect time. Your membership includes:
A complimentary ticket to all of Unmade’s events, including HumAIn (2025), REmade (1 October), Unlock (31 October), and Compass (November);
Member-only content and our paywalled archives;
Your own copy of Media Unmade.
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Four Pillars co-founder to distill brand success in the 24-hour economy for Unlock audience
Cat McGinn, curator of Unmade’s latest conference Unlock - Brands x 24 hr economy writes:
We can today unveil the opening keynote for next month's Unlock conference, where we'll explore the untapped potential of the after-dark economy for marketers.
Opening the conference with a keynote on leveraging the power of storytelling and brand experience in the 24 hour economy is communications strategist turned award-winning gin distiller, Four Pillars Gin co-founder Matt Jones.
Jones was chief creative and strategy office at Jack Morton Worldwide before becoming one of the co-founders of the iconic Australian Four Pillars Gin, where he led brand development.
Jones has written a book, Lessons from Gin, sharing the secrets behind building a brand that started as a small cult favourite and has become a world-leading success. Jones currently chairs the City of Sydney’s Business Advisory Panel, helping to shape Sydney’s future economic landscape. The book is due to be published the week of Unlock.
In his keynote, Jones will explore the role of storytelling and brand experiences to unlock the potential of the 24-hour economy, a deep exploration into how storytelling can create emotional connections, build brand loyalty, and drive engagement in the 24-hour economy. Drawing on the Four Pillars case study, the session will examine building narratives, designing unforgettable brand experiences and creating memorable moments for customers outside the nine to five.
The session will outline the benefits of investing in real-world experiences and culture within the 24-hour economy. Following Matt's presentation, a diverse group of panellists with expertise in storytelling, brand experiences, and the 24-hour economy will join Matt on stage to take part in a live interactive workshop.
The program, developed in consultation with our advisory panel, is filling up, but those wanting to pitch sessions should contact Cat McGinn at Unmade
The Unlock 2024 Advisory panel are:
Adam Ireland, Managing Director - BRING Universal Music For Brands
Jez Ryan, CEO - Mammal Sounds
Kate Wickett, Former CEO of Sydney WorldPride / CEO - City Recital Hall
Matt Jones, Co-founder, Four Pillars Gin, chair of Business Advisory Panel - City of Sydney
Matt Levinson, Head of Corporate Affairs / Culture Policy Lead - Committee for Sydney
Naomi Ross, Director / Owner - Distill
Nathan Richman, Managing Partner - Elastic Studios
Naysla Edwards - Vice President Brand, Charge Cards and Member Experience -American Express
Venessa Cowell, Head of Food & Lifestyle Events -Nine
Taking place on October 31, Unlock is co-located with Neon Forum, organised by the NSW Government’s Office of the 24-Hour Economy Commissioner
Early bird tickets for Unlock are on sale now, with a saving of $148. Unmade’s paying members can register now for a complimentary ticket.
How supermarkets trashed their own brands
Getting on the wrong side of the Australian Competition and Consumer Commission has become an exceptionally efficient way to destroy brand value.
Just as the reputation of Qantas is yet to fully recover a year on from the “ghost flights” prosecution, Coles and Woolworths yesterday saw their worst ever headlines. This will not be a one-day embarrassment. This is a full on brand crisis that will reshape the supermarket sector. Here’s why.