• 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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Headlines of unacceptable waiting times to get onto Qantas will have many brand owners, chief executives and boards thinking, ‘thank goodness that is not us’. But Qantas isn’t the only company being inundated with calls with no reprieve in sight, it’s just dominating headlines right now.

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