Blue is the new beige: research reveals Australian startup branding is a bit dull

- April 19, 2022 2 MIN READ

The branding of Australian tech companies is predictable and bland, compared to global competitors, a first-of-its-kind study into the use of semiotic codes by local tech brands has found. The report, ‘Decoding Tech Brands’, a collaboration between The University of Sydney Business School, and market consultancy Hotwire Global, found that there’s an over-reliance on functional… Read more »


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 »