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Stay Relevant, Stand Out: Ten Brand Positioning Principles That Matter.
If your brand feels like it’s blending in or losing its edge, now is the time to sharpen your positioning. In my latest article, Stay Relevant, Stand Out: Ten Brand Positioning Principles that matter, I distil ten practical, behaviour-changing principles that help you cut through with more relevance, distinctiveness and consistency. From digging deeper into consumer motivations, to differentiating through emotion rather than just function, to setting brand guardrails that all
9 min read
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Consistency meets Change: The New Brand Imperative
How to Sharpen Your Brand in a Fast-Changing World
In a world where disruption is the new normal, maintaining brand consistency is no longer enough. You also need to stay relevant.
This article explores the modern brand imperative: how to evolve without losing what made your brand iconic. From identifying shifting consumer needs to staying ahead of agile competitors, it lays out four critical questions every brand should ask to remain distinctive, credible, and competitive.
11 min read
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Sharpen Your Brand Strategy: What Madfest 2025 Reinforced for Me
Madfest 2025 brought together the world’s top marketing minds — and the message was clear: emotional connection, brand consistency, and deep consumer insight are the foundations of modern brand growth. Over three days, I heard from brand leaders at IKEA, Heineken, PG Tips, Crocs, and more. Their stories confirmed (and challenged) the Ten Principles for Sharper Brand Positioning I use in my work — and helped me refine my approach.
8 min read
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What’s winning in retail in 2025? Creative, sensorial brand experiences and connective precincts – that’s what!
In my opinion, Europe is at the forefront of retail innovation. So, on my annual Retail Study tour, I immersed myself in the London,...
5 min read
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Attention, relevance and the importance of brand building. Key takeaways from the Mumbrella Travel Marketing Summit 2024
Travel is a personal passion and an industry in which I want to learn and work more. Â So, I bundled myself off to the Mumbrella Travel...
3 min read
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How tech and economic downturn are shaking up Retail and what the top brands are doing about it. My Top five takeaways from Mumbrella Retail 2024,
I attended the Mumbrella Retail Summit in Sydney this year, where we heard from top retail and FMCG/CPG brands such as Uber, Coca-Cola,...
6 min read
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Your Ethically Diverse Consumers Aren’t Hearing You. How to connect with CALD consumers
Last week I attended Mumbrella 360, which is Australia's largest marketing & media conference. Â Conferences are time-consuming,...
3 min read
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Seek Consistency in Strategy but avoid Complacency.
Marketers often get bored long before consumers do. Â We tend to switch our brand strategy way too quickly and long before we have...
3 min read
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Delivering Value Without Cutting Price. Using Behavioural Science to Communicate Value
For my final Mumbrella 360 takeaway, I am staying on the topic of the cost of living crisis and how brands can retain and promote value...
2 min read
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Consumer Spend Behaviours are Changing in the Cost of Living Crisis. But not all are cutting back
A hot topic at Australia's premier marketing conference Mumbrella 360 was the cost of living crisis and how brands can retain and promote...
3 min read
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Challenger Brands Have Way More Fun
I've been working on a few Challenger Brand strategy projects lately, so I thought I'd share the strategic approaches and case studies we...
4 min read
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The Top Retail Trends I Spotted in UK & Central Europe 2023
I recently spent a few weeks on a Retail Study Tour in the UK and Central Europe. Here are the top trends I spotted. 1. Tech adoption...
5 min read
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The moments that made me sit up and listen. My Festival of Marketing 2023 key takeaways
It was a full and worthy agenda, but I've picked my top 3 sessions and those key a-ha moments from Marketing Week's Festival of Marketing...
5 min read
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Don't give me a plan for tomorrow. I want sales today!
How to get the boss to see the value in brand planning when they want results now I recently sent out a survey to my community of brand...
6 min read
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How to choose your ideal target consumer segment
Are you grappling with the fact that you have more than one actual or potential target consumer segment? Groups of people who do or may...
2 min read
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Does your brand stand out in the sea of sameness?
When I am creating or evolving a brand positioning with a client, church bells generally ring when we crack the consumer target and...
3 min read
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How to uncover more meaningful insights to build a stronger brand
Clashing two need states to unlock positioning opportunities Let's take off your marketing hat and step into your consumer shoes for a...
6 min read
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Top tips for an efficient but robust Strategic Brand Planning process
Taking time away from business-as-usual to complete a strategic brand plan is often seen as a luxury or a resource burden for many...
3 min read
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Slow & steady no longer wins the race. How to keep your brand relevant in turbulent times.
How brands can balance their strategic endurance with the need to remain relevant & agile in today's rapidly changing world.
7 min read
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Is the Need for Speed Killing Strategic Brand Management? It doesn’t have to!
How to protect your brand's strategic endurance while maintaining the sprint pace required in today’s digital world.
6 min read
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