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
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...]
Why Most Branding Services in Australia Miss the Real Problem
This is a guide to choosing branding services in Australia that actually fix what is broken. Not just what is visible. By Luke Faccini | [read more...]
An Applicant's Guide to the Double the Goodness Grant
Most grant applicants ask us for too little Something happens in almost every conversation we have with our Double the Goodness grant applicants. They arrive [read more...]
Reality Distortion Field: Why Your Brand Works in the Room But Not Without You
By Luke Faccini | Founder, Sponge | 27 years in brand strategy | Author, The Humming Team You win the meeting. You always win the [read more...]
The Rebranding Mistakes Most Businesses Make Before They Even Start
By Luke Faccini | Founder, Sponge | 27 years in brand strategy | Author, The Humming Team The decision has been made. The business needs [read more...]
How to Rebrand Your Business - Why Most Get It Wrong Before They Start
By Luke Faccini | Founder, Sponge | 27 years in brand strategy | Author, The Humming Team You have made the decision. You know how [read more...]
Where we draw the line
There are moments in business where neutrality stops being a safe or responsible position. Not because the topic is uncomfortable, and not because taking a [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.