A Hero without rebellion? Boring. A Rebel without heroism? Kind of a jerk. The magic happens when you balance the two. Elphaba rebels, but she’s fighting for something—truth, justice, and acceptance. That’s what makes her compelling.

Product, Price, Place, and Promotion. While the 4 P’s of marketing have remained a cornerstone of marketing theory, a 5th P has been making a strong case for its inclusion. Purpose (brand purpose) has become an essential ingredient for solidifying brand identity…

While the definition may vary depending on who you are asking, all brands come down to reliable foundations. So what makes up a brand’s foundation, and how can a solid foundation lead to a successful brand?

Creating the brand messaging highlighted some very real issues around fem-care messaging  – we wanted to be progressive, forward thinking, even bold, but can we really say ‘vulva’ on the pack? and will we sound like a GUM clinic doctor if we do?

We looked at consumer and cultural shifts over the last year, from research conducted independently, and for the brands we work with exploring stylistic shifts that we believe will be picked up by up-and-coming brands and integrated into existing brand personalities for effective targeting – and again in actual words instead of marketing jargon – we recking brands who use this style will be a hit with people who are bored of the same old self-depreciating shcpiel on packs they buy.

Cannabis: formally frowned upon as a demon drug; wacky ‘baccie, The Devil’s lettuce, Beelzebub’s broccoli, once comparable to crack cocaine and amphetamines, is now one of the bestselling items in your local cosmetic store.

Why we must adapt our targeting to an upside-down world of uncategorised consumers.