Redefining our purpose
If you know The Sponge, you know we’re all about purpose. Yes, we’ve redefined ours. We hope it resonates for you as much as it [read more…]
Our Latest Thoughts
How Much Does a Rebrand Cost in Australia?
By Luke Faccini | Founder, Sponge | 27 years in brand strategy | Author, The Humming Team Most articles answer this question by hiding from [read more...]
Why AI Search Has Rewritten How Founders Find Branding Agencies in Australia
By Luke Faccini | Founder, Sponge | 27 years in brand strategy | Author of Impact Brand Storytelling You are evaluating branding agencies. Three years [read more...]
The Quiet Crisis in Australian Branding: Two Bad Options
By Luke Faccini | Founder, Sponge | 27 years in brand strategy | Author, The Humming Team You have decided to rebrand. The work in [read more...]
What Every Australian Founder Should Know Before Choosing a Branding Agency
By Luke Faccini | Founder, Sponge | 27 years in brand strategy | Author, The Humming Team You have made the decision. The brand needs [read more...]
Rebrand to the business of your dreams, not the one stealing your sleep.
This post is for seasoned business owners with growing teams who watch their company standards slip and find themselves picking up the slack. By Luke [read more...]
How to Know If Your Content Strategy Is Actually Working
By Luke Faccini | Founder, Sponge | 27 years in brand strategy | Author, The Humming Team Our Website Inquiries Stopped. Here’s What It [read more...]
GoodNorth: The Other Part of What We Do at Sponge
A note before we start. GoodNorth is one of the two arms of the Sponge impact business model. It is not a Sponge lead generator. [read more...]
Why the Brand That Got You Here Can't Get You There
This post is for founders and seasoned business owners who feel the brand that got us this far is no longer doing the job it [read more...]
I Thought LinkedIn Was Shadow Banning Me. Turns Out It Was Worse.
By Luke Faccini | Founder, Sponge | 27 years in brand strategy | Author, The Humming Team Six weeks ago I was certain LinkedIn was [read more...]
How a Rebrand Changes Who's on Your Team (for the Better)
By Luke Faccini | Founder, Sponge | 27 years in brand strategy | Author, The Humming Team Three months after we rebranded Tom’s business from [read more...]
We’re fanatics about culture and impact. Through our client work and our Business for Good initiatives via the GoodNorth community, we strive to create real, positive impact together.