How to build an effective lean brand 

- October 4, 2019 3 MIN READ

  As a marketing practice, branding has long resided in the grey areas between design, art and storytelling. Due to a handful of horror stories from large companies that have got it wrong, branding has gained a reputation for being overpriced, oversold and immeasurable until after the fact.  Gap’s failed 2010 rebrand reportedly cost over… Read more »


Learn how to build a powerful personal brand with Launch Group founder Fleur Brown.

- October 8, 2017 5 MIN READ

Thanks to social media, it has never been easier for individuals and companies to connect with a large audience directly, shaping and communicating their message in their own words rather than having it interpreted through traditional gatekeepers of media. However, as many have discovered, just because it’s easy to connect with an audience doesn’t mean… Read more »

News & Analysis

goCatch looks to stand apart from the taxi industry’s PR troubles with new branding

- November 18, 2015 3 MIN READ

The taxi industry has received severe backlash thanks to years of poor customer service and PR campaign disasters – the Victorian Taxi Association had a shocker just last week with their #YourTaxi campaign. Knowing they’re working in an industry where you either drown or swim, taxi booking and payments app goCatch has unveiled its new branding in order to compete with the sharks.


Sydney’s Hooch Creative partners with Tank Stream Labs to help startups with their design and branding

- March 18, 2015 2 MIN READ

From developing and perfecting a product to attracting talent, startups have a lot to think about when they’re first starting out. With money worries constantly on the mind, many founders often leave the crafting of their branding and creative strategies at the bottom of the to do list. Creative agencies have noticed, and have put their hands up to help.


Bob Katter: What can we learn from Bob?

- February 13, 2013 3 MIN READ

Bob Katter is widely cast as a hero for working class Australians. He has been a political figure for most of his life, championing farming and a lot of issues driven by the minority. The launch of the Australia Party on 3rd of June 2011 saw Mr. Katter take his political reputation one step further, offering an alternative to the political party landscape in Australian Democracy.


Sorry, but please don’t wear the dress I’m selling

- November 2, 2012 3 MIN READ

When an outfit is transformed into a moment captured in history it can be iconic, defining, memorable. But we can’t always be the deciders to how that comes about, who wears that, when and where they wear it and if we particularly like the fact that they are wearing it. Whether it’s worn in a film, on the red carpet or on in a courtroom, as designers we sometimes don’t know who will wear our creations.


What Business Model are you Driving?

- August 14, 2012 2 MIN READ

I was reading an article the other day about healthy eating. The author encouraged readers to imagine their body was a luxury car, explaining that no matter how much we ‘drive’ our bodies, if we’re not filling it with good fuel it wouldn’t reach optimum performance.


Is your Business the Cool Kid in Class? Or the Nerd …

- June 15, 2012 2 MIN READ

Before your customers buy from you, they have to know who you are. You have to get in their faces, regularly. Consistently. But also meaningfully. You need to engage with them on their turf—whether that’s in the band room or the library—and talk to them about your brand. Directly. Personally.