Brand with a Whisper, Not a Shout

May 6, 2025

Most campaigns shout to get your attention. The ones that last tend to whisper.

This Colorbond ad has been running for four years unchanged. Same footage. Same music. Same rhythm.

And somehow, it still works. Not because it’s loud. Because it bypasses logic and lands in feeling.

It doesn’t push to be remembered. It simply stays with you.

Read the complete article here.

Solve the Side Effects. Own the Blind Spot. The unexpected edge hiding in plain sight.

April 8, 2025

The Blind Spot Most Brands Miss

There’s a blind spot most brands overlook. And strangely, it’s not about your messaging or your product.

It’s in the side effects, the little things your brand creates without meaning to. The invisible moments that shape how people feel about you, even if no one ever talks about them.

These are called externalities. A term from economics for unintended consequences. And while they’re often ignored, they’re exactly where the opportunity lives.

Read the complete article here.