NGS Super

How do you make wealth mean more?

Expertise Areas
  • Corporate Purpose & Purpose Led Transformation
  • Corporate Brand Strategy
  • Brand Idea, Identity & Naming
  • Communications Strategy & Implementation

NGS Super is one of Australia’s largest superannuation funds dedicated to education and community-focused organisations throughout Australia. However, in a complex and fast-changing industry a brand could be an organisation’s strongest asset… or its Achilles’ heel.

Understanding the true meaning of wealth

NGS Super was operating in the highly cluttered, competitive, and changing Australian superannuation sector. Whilst they were doing a good job, their competitors were outspending them, and growing at a rapid rate. The NGS Board and leadership team knew that to best serve their members they had to grow organically and become a more desirable merger partner.

NGS Super Case Study

A wealth of support

Brand Council worked with the leadership team and Board to develop a strategy for their purpose-led transformation. The approach included deep engagement with staff, members, stakeholders, and the community. The project resulted in development of the brand’s purpose, values, spirit, promise, and proof points. Implementation included creation of the new identity, cultural change program, and putting purpose into practice (PPiP) plan.

NGS Super Case Study

Dedicated to the dedicated

The new brand strategy focused on the role the NGS members hold within Australian society, and the emotional engagement with these great Australians.

The purpose, “We’re dedicated to the dedicated”, comes to life in the internal and external communication, the environmental branding, the member engagement, and the service led approach.

The implementation plan included environmental branding, contact centre language, onboarding, and a comprehensive content strategy for the online content hub, all reflective of the brand stance and direction.

NGS Super Case Study

“Brand Council has been instrumental in developing the DuluxGroup core purpose. They methodically and strategically worked across all levels of the organisation to capture – who we are; what we stand for; and why we do what we do – into a unifying core purpose ‘Imagine a Better Place’. The true test of their work is that, almost a decade later, our Core Purpose has endured, strengthened and is ingrained into the psyche at all levels of the organisation.”

Pat Houlihan | CEO & Chairman DuluxGroup, Chairman MCRI

"Brand Council have helped us clarify our brand architecture, reinvent Hard Yakka and KingGee, and provided strategic guidance on two additional brands. This has resulted in significant tangible results for our business. We enjoy working with Trudi and Peta and value their opinion and expertise."

Doug Swan | Group General Manager Workwear Group

"The key to Brand Council’s success is their process. They took the time to understand the market in which we operate, where we wanted to position the fund, and what we needed to do to reach that position. In this way, Brand Council encouraged us to discover our brand by finding and telling our own story. The most important element in Brand Council’s process is proof. They have not made any recommendations without evidence. Brand Council are genuine partners on the ‘brand journey’."

Michael Dwyer AM | Former CEO First State Super, Chairman UNHCR, Board Director

"Together they are a great team who are hands on, taking full responsibility for the work – it is rare to find an agency as experienced and professional who will actually get in and do the work at grass roots level themselves."

Alison Brink | Goodman Group GM Marketing & Communications

"The work Brand Council have done to engage staff across the agency, distil and define a clear and motivating brand purpose, and then help to communicate and inculcate that purpose internally has been invaluable."

Commissioner Paul Baxter | Fire and Rescue NSW

"Over many years, Brand Council have led three brand strategy projects for Redkite. What has been consistent throughout is a highly effective approach to brand strategy and a level of care and passion that you don’t often see. Trudi has become part of the fabric of our organisation and a trusted adviser. She puts her heart into making the Redkite brand what it needs to be so that no family faces their child’s cancer alone."

Monique Keighery | Chief Executive Officer, Redkite

"Our staff’s enthusiasm, energy and ideas have been amazing. We have a single set of Beliefs, Values and one common Purpose – and it’s all come directly from our staff."

Andrew Richardson | Aruma CEO

"Brand Council has continued to work with us in an ongoing capacity to define the purpose strategy for our individual businesses, including Selleys, B&D, Lincoln Sentry and Yates. They are a trusted advisor and provide sound counsel."

Pat Houlihan | Chairman and CEO DuluxGroup, Chairman MCRI

"I have been the leading executive on a number of engagements with Brand Council including IAG, BOQ & AIM. I subscribe to Brand Council’s philosophy that alignment between the brand message and brand experience is essential for business success. It is through their refined process that I have seen the cultural and behavioural change required to not only ensure this alignment is possible, but more importantly that it is implemented. I am pleased to endorse the people and process at Brand Council and commend them to any business looking to re-engage staff and customers."

Daniel Musson | CEO and C-suite client at BOQ, IAG & AIM