Brand news, views & insights: February 2025

50,000 words, more or less

A new year is often a time for reflection.

I found myself doing just that over these past few weeks, scrolling through all my newsletters over the past few years.

45 newsletters, diligently published on the first of the month, plus a few mid-month editions to deep-dive into research via the latest FutureBrand Index, insights into branding processes or case studies on Cochlear, Guide Dogs and more.

On average, each newsletter is 1,100 words.

And so, a quick bit of maths led me to the realisation that one of these that follows is likely my fifty thousandth word on the subject of branding.

If I had to pick one word from that fifty thousand? Consistency.

At the start of a new year, it can be tempting to imagine what might change.

But I have to say I’m equally interested in what will stay the same.

Ensuring your brand meets your customers' needs at each and every interaction.

When done right, consistency creates clarity.

More people, in more places, understand who you are, what you stand for, and why they should choose to ‘buy from’ or ‘work for’ you.

What’s more, the data supports this. Over the past decade, the FutureBrand Index has shown that consistency underpins the success of those companies with the strongest brand perceptions.

So here’s a new year’s resolution of a different kind.

In the name of consistency, what won’t you change about your brand this year?

Summertime sport

It’s summer, so that must mean there’s sport.

Luckily for me, that also meant a day at the cricket to watch the test match between Australia and India and see fifteen wickets fall in one day; and, a day at the Australian Open to watch the golf and get up close to the action.

In a world of content overload via the likes of Netflix and the all-too-appropriately-named Binge, live sport events are for me the simplest and best reminder that sport is the ultimate form of entertainment.

It’s also why I love the work by my FutureBrand colleagues in London in creating the brand for The Hundred, a revolutionary cricket competition designed to captivate a new generation of fans. By combining vibrant visuals, inclusive messaging, and a dynamic brand identity, The Hundred has redefined cricket for the digital era.

The inaugural season of The Hundred made history when the first women’s match of the competition attracted 1.6 million viewers, a milestone for inclusivity and just the start of a story that has reimagined cricket for a younger, more diverse and inclusive audience.

Now that’s entertainment.

Going behind the scenes

As the curtain fell on 2024, we were happy to be celebrating success at the Transform Awards.

Two Golds, one for creating the TeeMates name for Golf Australia, and one for transforming the brand strategy and brand identity for Bush Heritage Australia. Not to mention Silver for eBay, and Bronze for IFM Investors.

?? TeeMates for 'Best new name'

?? Bush Heritage Australia for 'Best visual identity by a charity, NGO or NFP'

?? eBay for 'Best creative strategy'

?? IFM Investors for 'Best visual identity from the financial services sector'

Looking back, our General Manager Christina said it best in her LinkedIn post at the time:

“Awards are nice, but the real sense of achievement comes from those small, behind-the-scenes moments that shape the work.

Whether it be…

??? leading workshops in New York for IFM Investors

????experiencing a golf lesson for Golf Australia

?? visiting country for Bush Heritage Australia

?? facilitating an immersive strategy sprint for eBay

It’s why one of our habits is to try, buy or use our clients’ brands, products and services. Whether it’s to take a look behind the scenes, or indeed to stand in their customers’ shoes and experience the brand first-hand.

From playing golf to playing the sharemarket, from pilates classes to travel insurance claims.

Because strong brands are created with purpose, but ultimately they’re defined by the experience.

The last word

Last year ended on another high note as we concluded the search for our newest team member.

We well know that our Client Experience can only be as good our our Employee Experience – as I wrote here back in July, E always comes before C.

So it is that I’m happy to welcome Georgie White to the team as our new Brand Language Director.

Given Georgie’s role, it seems only natural to leave the last word this month to her. Specifically, something Georgie said in the midst of an interview that proved a catalyst in our decision-making process.

I immediately wrote it down, wondering whether this day might come, and here it is.

“When you've got a million ideas, strategy is how you stay sane."

2025 is now well and truly underway, I hope you’re enjoying a good start to the new year. As ever, I hope you this month’s newsletter useful one way or another, whether it’s sparked a new idea or served as a helpful reminder.