Our Philosophy

The worlds of business, marketing, consumers and employees have evolved, resulting in a series of inflection points that have fundamentally altered the way people interact with and respond to brands and companies. The change demands a new way of thinking and a new approach to brand strategy.

Our view about what’s important in life has changed. This has given people a new way of judging the world, a new way of judging the activities of business, a new way of judging corporations.

Increasingly, we are assessing businesses by ‘who they are’, ‘what they stand for’, and ‘what they do’ - not by what they ‘sell’.

However, the connection between the business world and the consumer world is increasingly frayed. Two thirds of people said they no longer trusted big business* and more than 80% said the corporate world failed to reflect their values.

Consumer assessment has gone beyond product and performance dimensions to motives, beliefs, values and company philosophy.

The importance of a guiding philosophy

Today’s successful companies are philosophy, value and purpose led organisations. These companies emanate success, esteem and enduring relationships because they are able to define and express their reason for being, their sense of purpose.

What’s at its heart?

We believe everyone connected to the organisation, from board director to the mail room, should be able to answer two questions:

“Who are you? And Why do you do what you do?”

We’ve found that when a company has a guiding philosophy, life gets a whole lot simpler. It also gets a driving force.

We believe ‘branding’ is not just about a logo, or a look and feel, or a tag line, but about fulfilling a company’s full potential. The organisations that thrive are those where ‘brand’ is resonant in every act of the organisation.

As such, we view brand strategy and culture creation as one, and believe the key to success lies in driving tight alignment between brand enlightenment (the guiding philosophy) brand enactment (staff behaviour) brand espousal (every external and internal communication) and brand experience (the consumers, society’s and the world’s view of the organisation).

Brand strategy today is about giving the company and its people life and meaning. Consumers deserve and demand authenticity which means that who you are, what you say and what you do need to line up like never before. Companies need to be true to themselves, brands need to be remarkable, and customers need to know that what they are promised and what they experience will line up.

*Sweeney Research

  • The Changing Business World

    The velocity of business and pace of change for businesses is overwhelming. In response to an increasingly complex and fragmented set of market forces (including intensified competition, crumbling information barriers and geographic shifts in economic activity), the business world has become stonger and more resilient in many ways. The other side of this evolution, however, is the increasingly frayed connection between businesses, consumers and employees.

    { It's Time for Change }

    Source 3: Pira International and the University of Brighton’s report on “Packaging’s Place in Society”, 2004
    Source 6: World Economic Forum & Gallup International “Voice of the people” Study 2002.

  • The Changing Marketing World

    The marketing world is going through a huge transformation and simply doesn’t work like it used to. The era of mass marketing is over, and it’s now as much about the potency of connections as it is about the precision of positioning. Whilst marketing is more important to business than ever before, a different approach is required to connect with an increasingly elusive consumer and outsmart an increasingly nimble and broad competitive environment. A motivating brand strategy and engaging corporate culture are essential.

    { It's Time for Change }

    Source 7: Source: ANA & Booz Allen Hamilton Study of Marketing Organisations 2004
    Source 8: Magazine Publishers of Australia, Foxtel

  • The Changing Consumer World

    The relationship between business, brands and consumers has changed. Mindsets are saturated, the marketplace is flooded and choice is overwhelming. Where brands were once a wall between business and the consumer, they are now a window – this transparency has impacted trust levels and increased the value placed on authenticity and corporate culture. Fundamentally, the balance of power has shifted to the consumer who knows more, demands more and no longer consumes passively.

    { It's Time for Change }

  • The Changing Employee World

    Australians are amongst the hardest working people in the developed world. Despite this intensive effort, the workforce is largely tuned out. Levels of employee engagement in Australia are amongst the lowest in the world. To drive engagement, companies need a strong corporate culture that will capture the hearts and minds of employees by providing compelling reasons beyond money and positional power to attract and retain people.

    { It's Time for Change }

    Source 14: Sheehan & Tagart “Working for the future: technology and employment in the global knowledge economy” 1998
    Source 15: Gallup