Brand Truth - Brand Strategy Consulting, Melbourne | Melbourne-based specialist brand strategy consultancy. We help, challenge and inspire businesses and organisations to get the most from their brands.

How to Create Strategy That Works

A new, ‘unconventional’ framework for business strategy is emerging. One that various high-performance companies have used to succeed at a time when most businesses have struggled to find growth. This post outlines a tested approach for strategy development aligned to this framework that can be adapted by any organisation with relative ease. Business strategy has … Continue reading →

size matters by Martina Rathgens, Flickr

The New Alternatives for Brand Strategy: Go Big or Go Small

Over the past decade businesses that compete in the mass middle market of their industries have seen increasing pressure on sales and margins. ‘Death in the middle’ as it has been called has been caused by competitors taking either value positions or premium positions. This has shrunk the space in the middle and made the … Continue reading →

Earth Horizon with UFO or Star by DonkeyHotey, Flickr

Will changes to CEO remuneration drive a new era of brand investment?

The GFC has led to calls for executive remuneration to be overhauled so as to incentivise CEO’s and other senior executives to prioritise sustainable business strategy and profitability over short-term performance. For instance, bonus and stock options that are awarded over the medium to long-term. If this eventuates it is likely brand strategy and brand … Continue reading →

Not-for-Profits could set the pace for commercial brands

Sir Ernest Rutherford famously said: “We haven’t got the money, so we’ve got to think”. It is a truism that has played out for many small budget advertisers who have had to break rules and take risks to get noticed. Which is why, not surprisingly, many the more innovative users of social media have come … Continue reading →

Mashing ‘cool’: Kia Soul’s formula for Gen Y viral & brand success

The Kia Soul is a compact car designed for Generation Y and “the young at heart”. While in Australia its sales languish near the bottom of the small car category (ironically attracting older buyers), in USA it has been one the automotive successes of the past three years. A good part of this success has … Continue reading →