• Why are the two most popular words in branding, lorem ipsum?

    If the mark of a civilised society is language, then many brands are still struggling through the dark ages.

  • When friction can be a brand’s best friend

    I always enjoy those oft-forgotten, in-between moments in any experience. These moments are not necessarily part of any defined experience per se. They likely wouldn’t show up in an organisation’s plans or ideas to help make the customer journey or user flow as simple, easy and seamless as possible.

  • ​Power to the people

    Purpose is the ultimate statement of intent for many organisations. Why are we here? What are we trying to achieve?

  • Confused About Your Customers?​

    ​I've worked in brand and marketing for more than 20 years. But there’s one area where I’ve found myself going around in circles and I must admit I'm becoming increasingly confused.

  • ​The value of collaboration: how to keep it together

    Through the ages, from the fields to the factories to the office towers and now to our kitchen tables, collaboration has played a pivotal role in how we live and work. Together. We find partners, live as families, socialise in groups and work as teams. Ultimately, we rely on these collaborative structures to survive and thrive.

  • Why does brand execution often kill creativity?

    The launch of a new brand, or indeed a rebrand, is a transformation to be greeted with fanfare. So why is it that once the brand has launched, the brand execution phase can also be the moment at which you kill its creativity?

Rich Curtis

  • CEO, FutureBrand A/NZ
Rich is the CEO of FutureBrand Australia and New Zealand, a global brand transformation company. In July 2020, Rich bought the local operations from IPG, making FutureBrand A/NZ his independent branding company with the relationships and resources of FutureBrand worldwide.

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Flash back to the classic film, Willy Wonka and the Chocolate Factory. Television-obsessed Mike insists on becoming the first person to be ‘sent by Wonkavision’, dematerialising on one end, pixel by pixel, and materialising in another space. His cinematic dreams are realised thanks to rash decisions as he is shrunken down to fit the digital universe, followed by a trip to the taffy puller to return to normal size.

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More than money talks in sports sponsorship

As a nation united by sport, brands are beginning to learn money alone won’t talk without aligned values and action. If recent events with major leagues and their players have shown us anything, it’s the next generation of athletes are standing by what they believe in – and they won’t let their values be superseded by money.

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