When was the last time your brand made someone smile?

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Welcome to our branding, business, and leadership blog, featuring insights, tips and opinions from our team.

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Rebranding Branding Podcast #06

Make brand tangible through meaningful online metrics

For many non-marketers, brand is seen as intangible and an expense. Marketers often have to fight for budget to implement activities other than purely demand generation tactics. Speaking with digital marketing consultant, Tammy Begley from Destined, we uncover some meaningful brand

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The unique importance of brand to startups

Brand is often misunderstood by startup founders, particularly by those who don’t have a branding and marketing background. They often think of branding as something not core to their business plan, something to be done later, after they are successful. 

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Insights

The brand-building benefits of recessions

Death, taxes, and recessions Three-quarters of economists polled by the Wall Street Journal think there will be a recession in the U.S. by the end of 2021. Bloomberg Economics thinks there’s a 27% chance of a recession in the next

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News

Tourism Australia’s latest campaign masterpiece

In my book Rebranding Branding, I discuss Tourism Australia’s scandalous 2006 campaign, ‘Where the bloody hell are you?’  In that campaign, Tourism Australia badly misjudged the sensibilities of foreigners to what we consider playful language. Coming from a culture that

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Insights

Measuring is managing your brand

Blank stares When I ask clients how they measure the effectiveness of their brand, most look at me blankly.  Those who do answer, say: ‘By sales, naturally.’  Of course that’s one metric for measuring brand ROI. If your brand is

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Insights

Do you look through your customers’ eyes?

The advantage of very small business Very small businesses are great at customer engagement. They have to be because that’s the only way they can compete. They don’t have vast resources to buy stock at scale or hire lots of

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Insights

Your brand is kinetic energy for growth

The roller coaster of new markets Many organisations fail because they focus on what they want to be and forget who they are. They assume markets perceive them in the golden light they see reflected in the mirror, when in

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Insights

The ‘turn-on’ of brand emotion

Does your brand harness the power of emotion? Few businesses understand the power of emotion in branding.  Emotions are the main reason consumers prefer brand-named products over generics and a key reason they prefer one brand over another. Emotions drive

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Insights

Is Wrappr the future of outdoor advertising?

Wrappr is an Australian startup that brings the sharing economy to advertising by pairing brands with their brand advocates.  I recently spoke with Wrappr cofounder Liam Shaw about brand advocacy and the future of advertising as I’m always curious about

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Insights

Trust me, I’m a bank

Building Trust vs. Buying Trust Quick, think of three people you trust. Not family members or friends, but people in your organisation, or partners or vendors.  Now, what are the reasons you trust those people? Most likely it’s not because

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Insights

An insight into the branding of the Roy Hill Mine

Are commodities brands? We normally think of branding as encompassing consumer-based products and services. But what about businesses that sell to other businesses, or to governments? Should these businesses hire brand managers or brand agencies? If your product is coal

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Insights

My love affair with branding

Branding is the mouth, not the lipstick Brand is not cosmetic. Brand is fundamental to practically every business in the world today, and if you ignore it I can assure you your competitors won’t.  Branding is the heart, not the

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News

Why Brand Strategy is not just “BS”

“A brand is the expression of an entity, person, product or service, as designed by its creator and perceived by the world.” – Taylor and Schreiber • Rebranding Branding   In 2017 I published a book with Mark Schreiber called

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