Level 3, 162,
Collins Street,
Melbourne VIC 3000

2018…….the view from here.

In writing this note about the coming New Year, I’m reminded of the quotes we use in our Communication Ready Workshops “Doing The Same Things Over And Over Again And Expecting Things To Change” and it’s damming alternate version.

Either way, 2018 is not a year for expecting “things to remain the same”. (I am restricting my notes below to “Known Knowns” as distinct from the “Unknown Knowns”…with no apologies to Donald Rumsfeld) And I am not going to trawl through the regular suspects (i.e. Tennis / Grand Prix etc etc)

The ninth year of the decade has a fair bit happening.

For example:

-Same Sex Marriage legislation should be law and early 2018 will see the release of pent up demand for ceremonies across the country.

-We have the Winter Olympics in February in South Korea with all sorts of rumblings from across their border, the Commonwealth Games in Brisbane in April and The World Cup in Russia on June 14

– The exodus of EU citizens from the UK will ramp up 2018 and cause major dislocation of both personal and business lives in that country…..but a “hard” Brexit is apparently, unlikely to happen.

– Except for another double dissolution or, god help us, another leadership spill, the next Federal election must be held between 14 August 2018 and 18 May 2019 for half of the Senators (from the States) and on or before 2 November 2019 for the House of Representatives and the Senators from the territories.

– We’ll hit 25 million population in 2018. But back in 2001, the good folk at the ABS said we wouldn’t hit this figure until about 2051!

– The next Victorian state election is scheduled to be held on Saturday 24 November 2018 to elect the 58th Parliament of Victoria. Remarkably we could be in for a hung parliament especially given the result in Northcote and now that Don Nardella has left the parliamentary Labour Party to sit on the crossbench.

– New laws allowing trials for driverless cars may be introduced in 2018. Under the proposed changes, drivers will no longer have to touch the wheel of a car during testing and unmanned autonomous vehicles will also be allowed on Victorian roads as research continues. Consider this: your grandchildren won’t have to learn to drive.

– Amazon is here and cannot be ignored. It’s already the No 2 shopping website in Australia. (ahead of Coles) But there is an upside; Amazon can help both shoppers and sellers. Even small retailers with no strong web presence.

Business will be no less challenging than other years and there will be change happening all around us. We all have to consider how we going to meet these challenges. However, one area which is often overlooked is what shape is your Brand in?

Think about it. It’s the only asset you own which nobody can take away from you. It doesn’t matter whether you are B2B or B2C or any other acronym you use. Your brand needs attention every year, just like everything else on your balance sheet.

Timing is now everything in business. The success of your ability to adjust, react, refocus will all come down to timing. Take too long and you miss the opportunity.

Now is the time to think about 2018. Not next February after the holidays. A KAYO Brand Health Audit is a sensible place to start.

Just contact us below to find out more.

And make sure you don’t rely on “hoping” next year will deliver up the same results as this one.


Thanks for listening.


Rod Curtis

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