Insights
Our latest news & views.

Can you have Purpose and Profit? Yes. And you should.
Some would have you believe that you cannot have your cake and eat it too. This is not the case with profit and purpose. A truly purpose-led organisation is more likely to grow into new markets, engage with customers, and achieve support from its stakeholders.

Why purpose must be owned by the C-suite and Board
Purpose drives culture and provides a clear framework for decision-making: something that is more important for C-suite and Boards than ever before.

EVP1/2: Great Resignation? Try great retention.
Let’s start with a few unsettling facts that today’s business leaders are dealing with – and then look at a solution.

EVP2/2: Five steps to create a compelling and effective EVP
A compelling and authentic EVP is crucial to your business success. Read more from our Managing Partner Trudi Cassin

The power of genuine stakeholder engagement
When it comes to building strong stakeholder relationships, it’s critical to understand your stakeholders’ genuine needs, not just their current perceptions of your organisation.

Five Principles for Putting Purpose into Practice For Your Brand
Being purpose-led and practicing what you preach all comes down to keeping purpose simple and authentic. It involves making sure that purpose is implemented from the top down, that it is celebrated and rewarded, measured effectively, and is shared with staff, stakeholders and customers regularly.

Purpose is a waste of money if you don’t put it into practice
It’s well documented that purpose is a highly valuable asset, but frankly it’s worthless if it’s not put into practice. Brand Council’s strategy partner Peta Quirk shares key insights on how you can do this in the article.

Is lockdown helping dismantle certain power structures?
Despite all the negativity associated with lockdown, it seems there may be some silver linings for those in business. One might just be that COVID is dismantling certain power structures that exist within organisations, empowering employees from all corners of a business more so than ever before.

Can clever brand strategy help nudge us out of a pandemic?
Across the nation, Australians are bracing themselves for a return to normality in the post-pandemic world. But for some there is still a major roadblock that could prevent them from enjoying this freedom: vaccine hesitancy.

Getting purpose right will supercharge your merger
Australia is on track for its biggest year in M&A yet – more than $82.8 billion worth of deals have been announced so far this year, well above the average over the past five, and as reported widely, it looks like we’ll finish 2021 with historic levels of investment.

How to keep purpose alive working remotely
As a business leader, do you know how to keep your company’s purpose alive when you may not be able to walk the office floor or easily meet face-to-face with staff?

Purpose-Led Transformations: How Success Starts from the Top
In 2023, leading with purpose is no longer a choice, but a necessity. Genuine...

Navigating Purpose-led Strategy: C-Level Executive Guide
Ask any business leader or C-level executive, and they’ll agree that successfully...

Brand Authenticity – How to Build It & Why It’s Essential in 2023
For most of us, it won’t take much scrolling through your LinkedIn feed to find an...