We're an agency with deep expertise in helping brands find their compelling point of difference. For more than 25 years we’ve paired strategic tools with beautiful design solutions to help business stand-out, transform and grow.

Blog

By Category


My Favourite Brands – A Truly Deeply Series

Before we begin, please put on this tune. One of my favourite brands out there is French Maison Kitsuné. Don’t know it? It’s okay, I’ll introduce you to this awesome machine. I call it a machine, as the Maison Kitsuné is a lot of things:…

Read more »

Our branding for Sooma memory foam mattresses and pillows

Sooma is all about simplifying the mattress buying process, designing the perfect mattress and caring for the planet. The Challenge. Our client is a manufacturer of high quality foam. They wanted to sell mattresses direct to the public but they couldn’t use their B2B brand.…

Read more »

ALDI rebrands to differentiate

Reading through the articles about the upcoming ALDI rebrand I’m struck by what seems to be an inability for people to grasp some of the strategic rational behind this rebrand and rebranding in general. Everywhere ALDI has opened, they taken on established supermarket brands and…

Read more »

Collaborations and why I love them

I love collaborations. I’m not sure why. Whether it’s Louis Vuitton, H&M or IKEA coupling up with a new designer, I am there. I’ve chased down press releases online, waited for collections to drop (calendar event created) and happily lined up both on- and offline to purchase. I’ll admit it:…

Read more »

Smells Different. Demeter leverages the romance of everyday experiences.

Fragrance brand bucks category norms to standout in highly competitive fragrance category. Demeter continues to defy the age old art of using sex, glamour and mystique to sell fragrance. Instead, the brand uses everyday experiences as their inspiration. The US fragrance company has just released…

Read more »

What do you do as a consumer?

In the light of the recent #CoopersGate, as a consumer and a brand strategist I wonder: where do we go from here? Last week, Coopers’ beer was featured in Bible Society’s video ‘Keeping It Light’. In the video liberal party politicians, Tim Wilson and Andrew…

Read more »

Own your brand in every way

When I talk Oscars, style and Emma Stone it is not only because I am a big fat fan of award season and film, it is also because I love to see how the brand story telling of the nominated films can play out on…

Read more »

Explore your brand in new contexts

The success story of Skam The young adult television show ‘Skam’ (English: ‘Shame’) has gained humongous success and large audience numbers throughout Scandinavia the past years and it all seems to elevate now as the 4th season will air, and the rights to an American…

Read more »

From Bandwagon To Brand Wagon?

AFL Women’s League An Untapped Brand Sponsorship Treasure Chest. If  last Friday night’s opening game of the AFLW is any indication, the belief that there’s no interest in women’s sport is fading fast. Even the AFL themselves were not prepared for the crowds that came…

Read more »

Coca Cola ‘one brand’ architecture comes to Australia

Multinational soft drink giant introduces its new brand architecture strategy to Australia. After decades of establishing more niche brands, Coca Cola has shifted back to what they call the ‘one brand’ design. Essentially, they are now refocusing on creating a stronger master brand, with more…

Read more »

Sensory brand differentiation

Custom Apple accessory maker 12 South has created a ‘New Mac Smell’ candle for this Christmas. While it’s got plenty of headlines for obvious reasons. For me it raises the question: What do sensory branding do you do? We’re all aware of brands that have…

Read more »

Fitbit after sales builds positive brand differentiation and loyalty

How after sales contributes to brand reputation After sales is often non-existent, designed to minimise costs, or simply not a priority for many brands – but it should be. With more and more consumers reading reviews online before purchasing, after sales service is becoming an…

Read more »