Tag Archives: branding

YOUR BIGGEST BRAND PROBLEM ISN’T OUTSIDE YOUR BUSINESS. IT’S SITTING AROUND YOUR LEADERSHIP TABLE.

One of the biggest misconceptions in business is that brand belongs to the marketing department. // Newsflash… It doesn’t. Brand belongs to the organisation. Or at least, it should. The marketing team might be responsible for communicating the brand, but they don’t own the thousands of decisions that shape how it’s actually experienced. That’s everyoneContinue reading “YOUR BIGGEST BRAND PROBLEM ISN’T OUTSIDE YOUR BUSINESS. IT’S SITTING AROUND YOUR LEADERSHIP TABLE.”

GLOBAL STRATEGY. LOCAL TRUTH.

I caught up with Mark Brown last week (Managing Partner & Creative Director at Sentius Creative) over a coffee. We ended up disappearing down one of those rabbit holes that curious minds seem to enjoy… talking about global brands, masterbrand strategy, localisation, relevance, culture – and why some brands feel like they belong wherever theyContinue reading “GLOBAL STRATEGY. LOCAL TRUTH.”

THE TRUTH ABOUT GUT FEELING

The older I get, the less I believe in coincidence… and the more I believe in pattern recognition. For shizzle… For years I’ve struggled to explain why I trust my gut so much. I’d find myself sitting in workshops, presentations or client meetings and within minutes I’d know something wasn’t quite right. Sometimes it wasContinue reading “THE TRUTH ABOUT GUT FEELING”

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”