Posts Tagged ‘Personal Brand’

personal branding

The best business branding starts with you.
Recently I’ve become addicted to an Instagram feed called Humans of NY. On their feed I spotted a profile of a professional dog walker who captured my imagination. For many small to medium sized enterprises the founder is closely associated with the branding of the business – and often times when they are not they should be. The founder – as the leader of the business and brand – projects an image that either reflects and enhances the proposition of their businesses brand, or works to the contrary. All business leaders need to clearly understand this personal/commercial brand relationship and should build a sharply focused and strategically directed personal brand as the foundation of their business brand.

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Yesterday the media was awash with the news that hip-hop giant Jay Z, has recently acquired a music streaming company Tidal, in an attempt to counterattack streaming sites, like Spotify, Google Play, Pandora and iTunes radio for the way in which these brands have used their technology to revolutionize the way we consume music today. Their cause is simple, music is the number 1 universal language in the world, everyone has been touched by music and influenced at some point in their lives, that music has a huge place in our culture. That’s great, I totally agree! What I’m not so sure about is the sincerity behind the whole movement. Read the rest of this entry »

Glenn McGrath hunting scandal

There’s been a lot of negative press around Aussie cricketing legend, Glenn McGrath in the last week, as pictures of him on a ‘legal’ wildlife hunting safari in Zimbabwe back in 2008 have emerged. He’s pictured hoarding over his prized kills including an elephant, buffalo, hyenias and wildebeast. While I think the act is horrendous, I’m not here to comment on his actions, but what I am interested in, is what does it mean for his Breast Cancer charity brand, The McGrath Foundation?

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Matt Damon and Ben Affleck have been doing the Internet rounds, as they try to raise money for the East Congo Initiative and In a collaborative effort, the two celebrities offer the chance to hang out with them on a ‘best friend double date’, and tickets started at only 10 dollars each (in essence a donate-to-charity raffle). Similar to crowd-sourcing, the more tickets you buy (the more you spend), the greater reward you get — aside from the opportunity to win the major prize. But what sets this apart is their fantastic campaign video, which does wonders for both the charities and their personal brands.

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Australian tennis player Bernard Tomic was jeered by the crowd at Rod Laver Arena last week after withdrawing from a match at the end of the first set against Rafael Nadal. He feels that he was misunderstood and was adamant he made the right choice to succumb to the injury which had aggravated him since practice on the previous Monday. The unfortunate thing for Tomic is even if he did make the right decision, a large section of the public simply see it an another example of someone who finds ways to disappoint.

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Psycho or just plain brilliant?

Behind every great brand is someone who had the drive and smarts to kick start it. Some brands are born out of the boardrooms of large corporations, but many are the result of the inspiration of entrepreneurs. Individuals who had a dream big enough to push them to overcome the odds, to create something of true value and esteem. Professor Howard Stevenson from Harvard University states, “Entrepreneurship is the pursuit of opportunity without regard to resources currently controlled.” It is about self-belief and determination.  Alternatively some may describe an entrepreneur as a person crazy enough to be ok with working twice as hard as anyone else and with the prospect of never getting paid. Certainly entrepreneurs swim in uncertainty every day, especially as a start-up.

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Melbourne artist, Adrian Doyle, outrages street art community by painting iconic lane blue.

Melbourne’s iconic street art locations seem to be experiencing a dumbing-down, with some spaces descending into a chaotic mess of artless tagging. Rutledge Lane (a small alley off Melbourne’s iconic Hosier Lane) was one such space, with shambolic display of ‘brandalism’ covering what was once a proud Melbourne showcase. Read the rest of this entry »


In an article last week in the Age (9th July), actor Colin Friels was interviewed about his up and coming role in an independent theatre production Moving Parts, written by advertising creative David Nobay. What struck me about the article is that Friels expresses what everyone should be shooting for with their career personal brand – an opportunity to excel in something that you are naturally good at and that takes you to another place (you experience a sense of being totally in the moment). Read the rest of this entry »

brand strategy consultancy

Why entrepreneurs might just be the saviors we’ve been waiting for.

March 2013
Peter Singline & David Ansett

For some reason the term entrepreneur has a slightly tarnished sheen to it, a little less grubby than a used car dealer, but only slightly. Entrepreneur is a description I avoid, despite having started-up my fair share of businesses. Yet I believe that when our children and their grand children look back on history, it just might be the entrepreneurs of the world who they praise for saving the planet.

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brand agency Melbourne

What did Lance Armstrong Teach You?

February 2013
Peter Singline & David Ansett

In recent times we have witnessed the demise of one of the world’s truly big personal brands in Lance Armstrong.

Interestingly, it became official in a very public chat with an even bigger personal brand, Oprah Winfrey. There has been much written and spoken about this very sorry story, but for us it represents a timely reminder of the fundamental dimensions that shape all of our personal brands. Certainly his tainted legacy of lying, cheating, doping and bullying to secure a victory is at the extreme end, but there are wider lessons to be learnt.

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