The Foolproof Name Creation Process For Conscious Founders
What’s the difference between naming children, and brand naming? Naming children can be hard! And it gets harder the more children you have (and I [read more…]
Our Latest Thoughts
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...]
Why We’ve Chosen Not to Re-Certify B Corp (For Now)
For the past nine years, Sponge has proudly been a certified B Corp. We certified in late 2016, recertified twice, and have passionately spoken about [read more...]
Before You Rebrand: Lessons from Jaguar’s Missed Opportunity
What’s up, good human? Today, we’re diving into Jaguar’s rebrand. On the surface, it seems like a bold move for a storied brand transitioning to [read more...]
23 Years of Sponge
We turned 23 years old this month. It certainly snuck up on us! And initially it felt like the year blew by without achieving much [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.