Flaunt Marketing

04/06/2026

We gave the AFL a messaging makeover it didn’t ask for.
Professional ball movement competition. Conducted on an oval.
Technically accurate. But nobody has ever painted their face for a ball movement competition.
AFL sells belonging of the most tribal, irrational, inherited kind. You don’t choose your team the way you choose a streaming service — you are born into it, or converted young, or you married into it and now it’s too late. And on a Saturday afternoon in winter, standing in a stadium with 80,000 people who all feel the same thing at the same moment, that belonging feels like one of the most real things in the world.
The ball is just how the feeling gets organised.
Your business creates belonging too. The client who finally found their people. The community, the certainty, the sense of being on the right team.
Are you selling the competition or the belonging? That’s The Flaunt Factor.

17/05/2026

Imagine if movies were marketed like most business websites.

“The Devil Wears Prada 2” suddenly becomes: “A returning executive and former assistant are placed in shared leadership to manage reputational risk and business decline.”

Technically accurate. Completely unwatchable.

And that’s exactly what’s happening in a lot of marketing.

Businesses describe:

• the mechanics
• the process
• the category
• the deliverables

…instead of the transformation people actually care about.
Nobody buys a movie ticket for “shared leadership dynamics.”

They buy:

• power
• ambition
• reinvention
• identity
• tension
• fantasy
• escape

The same applies to your business.
Customers don’t buy:

“end-to-end solutions”
“quality service”
“tailored strategies”

They buy what those things CHANGE for them. This is the diagnosis behind a lot of invisible brands:

Their messaging explains what they do, but never why it matters emotionally.

The strongest marketing doesn’t describe the product. It sells the transformation.

13/05/2026

13/05/2026

When I my the team .au I knew we were a great match. The event we are planning is going to offer some seriously valuable education, tips and inspiration for any business looking to expand their power in the Australian market.

I will be creating a presentation especially for this event with education I’ve only shared with my corporate clients and global brands. This is insider access on how to go faster in this market.

I’m looking forward to presenting along side the amazing Anna Vu - a seriously smart cookie and digital powerhouse.

Please join us if you want a behind the scenes look at how to grow a brand in Australia

29/04/2026

Marketing Manager - what do you do with ass kissing agencies? You know the ones! They offer creative ideas they know will be approved by your boss. In this video I sahre a story from my days at Coles Supermarkets but the lesson is still true today - a documented marketing strategy is your protective moat. Deploy it when the agency tries to save their ass by kissing ass!

27/04/2026

You don’t need to get too complicated to make a good ad. Here’s is a simple one from Maxibon which hits all the right notes.

This Grind assesses the Maxibon marketing strategy using my four grind questions.

1. What’s the Transformation (that one was clear - from human to cookie lol)
2. Who’s the customer
3. What’s so special abut this particular product and
4. Which Jungian archetype have they chosen for this brand.

Marketing strategy should be clear - and most importantly - simple.

Five beans from me but what do you think?
You don’t need to get too complicated to make a good ad. Here’s is a simple one from Maxibon which hits all the right notes.

This Grind assesses the Maxibon marketing strategy using my four grind questions.

1. What’s the Transformation (that one was clear - from human to cookie lol)
2. Who’s the customer
3. What’s so special abut this particular product and
4. Which Jungian archetype have they chosen for this brand.

Marketing strategy should be clear - and most importantly - simple.

Five beans from me but what do you think?
on

26/04/2026

Australia's banks are THE big advertisers - but how do they stack up against each other strategically? If I was writing this caption with AI, the next line would be ... "you'll never believe which one comes out on top!", or "You'll be shocked with the result!", or "And the winner isn't who you think it it is!"
But I'm not AI - I'm Sharyn Lowe and the winner is Bendigo Bank. It's because they are not trying to be too clever. The message hits home simply and effectively. And I think they used a fairly small ad agency too - so good for them!
Anyway - here come the hashtags

24/04/2026

Australian banks are one of our major advertisers but which is the best strategically?
- going for quirky
- going for for gold
- back to basics
- the "partner" angle
release the clones
Protective Falcon
So what do you think? Guess before you swipe. AND leave your comments AND AND share with someone who you think will have an opinion.

23/04/2026

How’s this for fear-based marketing in the fertility industry? This tram has been doing laps around Melbourne for a while now. You’ve probably seen it. Number 1 Fertility. A name that sounds like it was workshopped by Google Ads.
Now Fear-based marketing does have a place. Anti-smoking. / Anti-drinking. / Anti-gambling. But this? This isn’t behaviour change. This is emotional vandalism.
This video breaks it down the marketing strategy behind this campaign. What’s the transformation? “Who’s the customer cult? What’s the USP? What’s the archetype?
When your entire strategy relies on fear, you don’t build trust. You build urgency. And urgency might get attention… but trust is what gets someone to hand over their future.
The best brands don’t say: “Something’s wrong with you.” They say: “You’ve got options.”. If your brand needs fear to work, it’s not a strategy — it’s a shortcut.
What do you think? Is this fear based campaign highly effective or highly offensive?

22/04/2026

If your having difficulty identifying your brand voice, take a look at Jungian Archetypes. They are a helping way to play with your voice and find wht type of a brad you might be. The Explorer is perfect if your brand represents freedom, discovery and adventure.