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Over the last year or so, my team and I have worked with some of Australia’s most well-known brands. It’s always a privilege—but also a responsibility. The weight of history, the power of recognition,...

When I was at Brex building our core brand strategy, we needed a simpler way to understand (and visualize) how our brand personality would stand out from both legacy players and fellow disruptors. The...

We’ve talked about the 3C’s that drive a brand’s positioning in our ​Profit-Led Branding Framework​: Company, Competition, and Customer. In this article​, we’ll look into the last C: Customer. There a...

The three-hour brand sprint makes the abstract idea of “our brand” into something concrete. At the end, you'll have a simple cheat sheet you can use to make decisions. The sprint consists of six exerc...

Brand strategy decisions must answer, “How can we get there?” Most importantly, strategies must provide clear marching orders that define the strategic program you are investing in, the focused opport...