How To Build An Aspirational Brand In An Unexpected Category with Fiona Cortis
TMC Presents: The Marketing ClubhouseShow Notes
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 brand Scaling a global brand across NZ, Australia, the UK and the US - without losing Kiwi authenticity Blending 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 way When tactical activations like DOOH and weather-triggered ads work - and when they don’t The role AI plays in modern marketing teams, from creative experimentation to efficiency gains
This 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-nz Follow us on Instagram: @themarketingclub_aunz
Find 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.
More from TMC Presents: The Marketing Clubhouse
In this episode of The Marketing Clubhouse, we're joined by Gavan Stilgoe, Head of Customer Strategy at R6 Digital, to explore a part of marketing that doesn't always get enough attention: what happens after you've successfully got someone's attention.
In this episode of The Marketing Clubhouse, we're joined by Clive Antony, founder of Christchurch-based creative agency Antony & Mates, to make the case for one of marketing's most overlooked tactics.
In this episode of The Marketing Clubhouse, we're joined by Catherine Toms, founder of AI Growth Academy and a leader in helping marketers and organisations build the skills they need to navigate an AI-powered world.
In this episode of The Marketing Clubhouse, we're joined by Chris Asahara, founder of The Postmasters and an experienced global marketing leader who has spent more than 20 years working across agencies and major brands including Adidas Japan and Les Mills.
In this episode of The Marketing Clubhouse, we're joined by Shyr Godfrey, co-founder of Forty Thieves, to explore what it really takes to build a distinctive brand in a category where consumers already have plenty of choice.