Get your brand name right, or get lost (in the crowd)!
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…]
Our Latest Thoughts
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...]
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...]
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.