About Us
Helping organisations bring their purpose to life.
Our clients say we’re transformational.
We are Australia’s most experienced team when it comes to purpose-led transformation and putting purpose into practice (PPiP). Our proven approach and tangible results make us long-term business partners of our clients.
We apply a highly engaging and multi-disciplinary approach to our purpose and strategy work. Our intent is to create alignment, from what the organisation does, to what it says, how it behaves, and ultimately what it stands for.
Our unique Putting Purpose into Practice model is the ‘how’ that ensures you gain traction and change from your purpose and strategy.
Our Leadership Team
Dealing directly with the owners, our consulting model delivers experience, honesty, and flexibility, ensuring demonstrable results and return on your investment.
We tailor our approach to the assignment at hand, always placing the very best people on each project. Our team and partners are highly experienced specialists in their chosen field — researchers, strategists, creative teams, and implementation specialists.
Brand Council is led and owned by Trudi Cassin and Peta Quirk.

Trudi Cassin
Managing Partner & Owner
Trudi relishes working with clients where significant transformation is a strategic and genuine priority, often due to new leadership, mergers, or market dynamics.
Joining Brand Council as an equity partner in 2011, Trudi has over 25 years’ experience working in senior management roles for global agencies and brand strategy firms. Previous roles include Managing Director at Cato Purnell Partners, and eight years with M&C Saatchi where her favourite project was the global launch of 100% Pure New Zealand.
In addition to her commercial work, Trudi values the time she devotes to working with Redkite and other not for profit organisations.

Peta Quirk
Strategy Partner & Owner
Peta enjoys working with clients who are ready to step into change by helping them become more connected and culturally sound, with the ultimate goal of making the business more meaningful and successful.
Prior to becoming an equity partner at Brand Council in 2020, Peta worked in agencies in both strategy and research roles. She has facilitated large scale brand positioning projects, including communications and advertising strategy, brand health trackers, consumer research, and internal engagement programs, across local and global markets.
Peta is a graduate of the University of Sydney, having completed a Bachelor of Advanced Science and Commerce (Honours) majoring in Economics, Marketing and Biology.
Our Purpose
Transform organisations by putting purpose into practice.
Our Values
Our values underpin our purpose. They keep us aligned, engaged, and inspired.
Proudly nerdy
We love data and research, asking the right questions, academic rigour, digging deep, solving complex problems, and working with new industries. We are eternally curious. We love learning, growing, sharing, and developing ourselves and our team.
Ingenuity
Imagination, innovative thinking, and creativity can change the world and we do what we can to enable it. Ingenuity drives connection, stimulation, and improvement, and often requires bravery. We are open to diverse perspectives and creative concepts that deliver sound strategic outcomes. We seek out ingenuity in all its forms.
Practice what we preach
We are proudly purpose-led. We live and breathe our own purpose, values, and beliefs in our work ethic and everyday interactions. We make ethical decisions and only work with organisations that add meaningful value to the world.
Care deeply
We want our work to have a positive impact. We are open, honest, and vulnerable, and believe that good things come from genuine care and commitment. We care deeply about our clients as individuals and as business leaders. We care about the quality of our work, the experience of working with us, and the impact our work has on our client’s business and their staff, stakeholders, customers, and community.
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