The best organisations have the best brands. And the best brands come from the best stories. The importance of branding simply cannot be understated. The [read more…]

  A bit more than a decade ago two inspired individuals started two separate businesses. Each were a flash of brilliance to fulfill the exact [read more…]

When Mende Seljanovski decided that his company’s brand needed a face lift, he came straight to The Sponge team. Mende approached The Sponge with a [read more…]

I’ve had the privilege of experiencing the full picture for many business brands from behind the curtain. From that position I’ve seen the great, the [read more…]

Engaging and effective brand roll out is a keys to business success. Watch this short 2 min video of one such brand roll out and [read more…]

There has been a great deal of laughter and head shaking going on as a result of Ernst & Young’s recent rebranding. We concur, it [read more…]

Why do people go to personal trainers? It’s free to jog in the park. One session with a trainer costs as much as a month [read more…]

Brand names are a verbally communicated thing (word of mouth is still the most important brand builder). So how a brand sounds and the imagery [read more…]

Brand Positioning is a term coined by Al Reis and Jack Trout some 30 years ago in their book titled  Positioning: The Battle for Your [read more…]

Recently it has come up in conversation that our brand design process is unique to that of our competitors. While we agree that it is [read more…]