BRAND CONSULTING

Brand from the inside out.

Most agencies start with the logo. Richard starts with your people. Everything a company does and says should be driven by — and aligned to — its brand. Especially its culture.

Start a conversation → Take the BIP Assessment →

Why this isn’t just a consulting pitch

This thinking has already been tested — on stages in front of thousands of people.

Most brand consultants present a framework once, to one room, and you take it on faith. Richard’s framework — the BIP Model™ — has been delivered as a keynote to audiences at CBA, AMP, PwC, and Amex, refined in front of hundreds of leaders a year, every year, for two decades. By the time it shows up in your boardroom, it isn’t theory. It’s been stress-tested in public, repeatedly, and it still holds.

A new way of branding

35 years in the agency world taught Richard what doesn’t work.

Branding is now a leadership matter, not a marketing one.

Saatchi & Saatchi. Ogilvy & Mather. DDB. McCann Erickson. George Patterson Partners. Richard spent decades inside the agency model before leaving it in 2005 — not because branding didn’t matter, but because the agency model treated it as a marketing deliverable instead of a leadership responsibility.

He works directly with CEOs and executive, HR, and marketing teams, because the brand problems that actually matter are never solved by a better logo. They’re solved by leadership deciding, deliberately, who the organisation actually is — its Brand on the Inside — and then making sure every part of the business behaves like it.

Is this you?

This is for you if …

→ Your leadership team struggles to articulate what your brand actually stands for — beyond the mission statement on the wall.
→ Your culture and your brand have quietly drifted apart, and you can feel it in engagement scores, exit interviews, or customer feedback.
→ You’re heading into a rebrand, a merger, a restructure, or rapid growth, and you need identity to be the anchor, not another variable.
→ You believe — or want to believe — that branding is a leadership responsibility, not something to delegate entirely to marketing.

This isn’t for you if …

× You’re looking for a new logo and a style guide, and nothing else needs to change.
× You want brand work delivered without leadership involvement — Richard works with CEOs and executive teams directly, not around them.
× You need a quick fix before a board meeting. Real identity work takes longer than a sprint.

The Method Every engagement runs on the BIP Model™

See the four stages →

The Methodology

The same framework. Built for an organisation, not a person.

This is the first time it’s had a name — but not the first time it’s been used. It’s the system behind QBE’s culture change, CSIRO’s rebrand, and Munich Re’s people development. At the organisational level, the BIP Model™ becomes the actual structure of the engagement — not just a way of thinking about the problem, but the order in which the work gets done.

Discover

Brand Discovery Phase

Truthful conversations with leadership about your goals, aspirations, and promises — not workshop platitudes. Ends with absolute clarity on who you actually are, not who the website says you are.

Define

Positioning & Architecture

Turning identity into a defensible market position — the promise, the difference, the story only your organisation can tell, written down and agreed by leadership.

Deploy

Culture & Activation

The hardest and most important phase. Making sure the brand isn’t just believed in the boardroom but lived in every part of the business — especially by the people who never read the strategy deck.

Dominate

Embed & Measure

Brand identity that compounds — measured, reinforced, and owned by leadership long after the engagement ends.

What happens after you say yes

No surprises. Here’s exactly how an engagement runs.

Timeframes below are indicative only — Richard confirms the actual schedule with you after the first conversation, scoped to your situation.

1

The Conversation Indicative · Week 1

A direct conversation with Richard — not a salesperson — about what’s actually going on in your organisation. He’ll ask the questions most consultants skip. By the end, you’ll both know if this is the right fit.
2

Discovery Indicative · Weeks 2–4

The Brand Discovery Phase. Structured conversations with leadership, and where relevant, your people. This is where the real, sometimes uncomfortable truths about your current brand surface.
3

Definition Indicative · Weeks 4–8

Richard brings back a clear, defensible position — written down, not abstract. This gets pressure-tested with leadership before it becomes the plan.
4

Deployment Indicative · Ongoing

The work of making the brand real inside the organisation — culture, behaviour, internal communication. Scope and duration depend on the size of the change.
5

Embed Indicative · Post-Engagement

Richard leaves you with a way to measure whether it’s sticking — not just a final report that sits in a drawer.

Services

Four ways Richard works with organisations.

Service 01

Brand & Positioning Reboot

Problem: Your brand makes sense on paper but isn’t believed or felt — by your people or your market.
Fix: A full Discovery and Definition process — the first two stages of the BIP Model™ — resulting in a brand position your leadership team actually believes, because they helped build it.
Outcome: A brand strategy that drives decisions, not just decoration.

Service 02

Culture & People Alignment

Problem: What you say about your culture in the all-staff deck isn’t what your people experience on a Tuesday.
Fix: The Deploy stage of the BIP Model™ — closing the gap between stated values and lived behaviour, the same work behind Munich Re’s people development program.
Outcome: A culture that doesn’t need a poster to remind people what it stands for.

Service 03

Brand Strategy & Architecture

Problem: You’re growing, merging, or repositioning, and your current brand architecture can’t hold the complexity.
Fix: The same rebrand and repositioning process behind Data61’s and Breast Cancer Trials’ full identity transformations — applied to your structure.
Outcome: An architecture that scales with the business instead of constraining it.

Service 04

BIP Assessment & Diagnostics

Problem: You suspect there’s a brand or culture problem but don’t have hard evidence to bring to the board.
Fix: A structured BIP Model™ audit across your organisation — a measured score, not just a gut feeling.
Outcome: Evidence you can take to leadership, with a clear next step attached.

Case studies

What this actually looks like.

Full write-ups are in production. Here’s the shape of the work — five engagements, each built on the BIP Model™.

QBE

Coming soon

Rebrand · EVP · global culture change

The situation: Case study coming soon.
The approach: Case study coming soon.
The outcome: Case study coming soon.

CSIRO

Coming soon

Rebrand · new logo · brand identity · internal comms

The situation: Case study coming soon.
The approach: Case study coming soon.
The outcome: Case study coming soon.

Data61

Coming soon

Rebrand · new name · new logo · campaign comms

The situation: Case study coming soon.
The approach: Case study coming soon.
The outcome: Case study coming soon.

Munich Re

Coming soon

People development · culture change

The situation: Case study coming soon.
The approach: Case study coming soon.
The outcome: Case study coming soon.

Breast Cancer Trials

Coming soon

Rebrand · new name · new logo · change comms

The situation: Case study coming soon.
The approach: Case study coming soon.
The outcome: Case study coming soon.

Your people are your brand. Not your logo.

Clients · 200+ brands, every category

Toyota
CSIRO
Vodafone
Tourism Australia
Arnott's
Mortgage Choice

Questions worth asking

How is this different from a typical brand agency?

Agencies usually start with the logo and the campaign. Richard starts with leadership and culture — the brand strategy comes from the inside, and the visual identity, if needed, follows from it. He also works directly with your executive team, not through layers of account management.

How long does an engagement typically run?

This depends on scope — a Brand & Positioning Reboot and a full Culture & People Alignment program run on different timelines. Richard scopes this directly with you after the first conversation, not with a generic package.

Do we need to commit to a full rebrand?

No. Many engagements start with a BIP Assessment & Diagnostic — a clear, evidence-based picture of where the gaps are — before any decision about a fuller program is made.

Does Richard work with our marketing team, or instead of them?

With them. The BIP Model™ treats brand as a leadership responsibility, not a replacement for your marketing function — Richard’s work gives your marketing team a clearer, more defensible strategy to execute.

What if our leadership team doesn’t agree on what our brand should be?

That disagreement is usually exactly why you need this process, not a reason to avoid it. The Discovery phase is built specifically to surface and resolve that kind of misalignment.

This thinking has already been tested — on stages in front of thousands of people.

35 years in the agency world taught Richard what doesn’t work.

This is for you if …

This isn’t for you if …

The same framework. Built for an organisation, not a person.

No surprises. Here’s exactly how an engagement runs.

Four ways Richard works with organisations.

Brand & Positioning Reboot

Culture & People Alignment

Brand Strategy & Architecture

BIP Assessment & Diagnostics

What this actually looks like.

Ready to back the human being inside the human doing?