branding – THE CREATIVE STRATEGIST

Hope and Belief: The Real Currency of Brands

Let’s be brutally real… Nobody wakes up in the morning and thanks a brand for saving their life. Nobody cares that much. But people do wake up with hope. Hope for a better day, a better job, a better body, a better future. And belief is what fuels that hope. The tension between hope andContinue reading “Hope and Belief: The Real Currency of Brands”

You Can’t Be Everything to Everyone

These words have been ingrained in me as an important lesson – not just in the work that we do, but in the life that we live. Too often, we get briefs with a “target audience” that is, quite literally… everyone with a heartbeat. “All Australians,” “Everyone living in Australia,” “Every parent,” “Every Gen Z….Continue reading “You Can’t Be Everything to Everyone”