Helium Branding and Marketing

It was a Friday night in mid-May 2021, and I arrived alone at a birthday party in a great mood.The house was right on Sc...
14/07/2026

It was a Friday night in mid-May 2021, and I arrived alone at a birthday party in a great mood.

The house was right on Scarborough Beach. I'd heard the catering was Brazilian BBQ and, while I didn't know many people, there would at least be a few family members there I hadn't seen in ages.

Drink in hand, I greeted the host and immediately fell into a small group that included him and four other people I had known my whole life. The conversation turned to political correctness, and I told a long, funny joke I had heard, complete with a Scottish accent and multiple characters, that had them all doubled over laughing.

"Donna, you HAVE to tell this to everyone. It'll really get the party started," the host said, and started calling people over for an encore.

"Please, I'm not doing that," I said, and changed the subject.

The night moved on, and I forgot all about it.

I was 30 minutes deep into an interesting conversation with someone I had just met when the clink of a glass rang out, signalling everyone to gather around. Before the speeches started, the host asked if I could join him up the front.

Like an idiot, I didn't catch on. I thought he needed a hand cutting the cake or something, so I headed up to help.

Instead, he said, "Donna told a few of us a hilarious story earlier tonight, and I've asked her to tell the joke now before we get into the thank yous and speeches."

"No. I already told you I don't want to. Please don't make me," I whispered.

This went back and forth until I felt I had no choice. Everyone was looking at me with expectation.

I froze.

My mind went completely blank. At that point, I honestly couldn't have remembered the joke if my life depended on it.

I tried to stumble through it. I shot "please save me" looks to the people there I knew. I got nothing.

Eventually, a kind guest read the room and jumped in with something like, "Maybe we can hear it another time. What's next on the agenda? "

I could have married that man on the spot.

I drove home feeling so small I might as well have been five years old again.

I don't know what upset me more: the total embarrassment that my clear boundaries were repeatedly ignored, or the fact that my people didn't jump in to save me like I knew I would have for them. A stranger did.

A few weeks later, the host sincerely apologised, and I forgave him, of course.

Recently, Helium has been working with a branding strategist, Warren from Marketing Why, to help better understand who we are culturally, both internally and externally. The process involves identifying themes through one-on-one coffees with me, workshops with the whole team that Scott (the founder) has popped back for, chats with clients and so on.

I was interested to hear that kindness kept coming up as a theme, along with assertive and very smart. At first, it seemed a little lightweight and soft. So I found myself asking: when was a time I had been on the receiving end of kindness? Who was it, and what impact did it have?

I kept coming back to the thought of that stranger at the party. Not the host or the people I’d known my entire life.

He showed compassion and stepped up when he didn't have to. And that is the part of that night I choose to focus on.

Maybe kindness isn't so lightweight a trait after all. In fact, to me, that man was the most powerful person in the room.

On the first day of every new term, when I left for Primary School, Mum would tell me to look out for any new kids that ...
24/06/2026

On the first day of every new term, when I left for Primary School, Mum would tell me to look out for any new kids that were on their own.

When I got home, she’d say, “Were there any new girls? Would you like to ask them over after school?”

I thought of this recently when I was at Karrinyup Shops. I saw a tall older woman who looked familiar. “Excuse me, are you Suzie’s Mum? I am Donna Parkinson. You wouldn’t remember me. I went to school with Suzie – how is she?”.

Now in her late 70’s, I was surprised to see tears form behind her glasses. Oh, no, I thought. DON’T TELL ME SUZIE IS DEAD.

“I remember you like it was yesterday”, she said. “We had migrated from the UK, and Suzie was so nervous about her first day of school. I felt sick all day. She came home so happy and excited as a girl called Donna had talked to her and invited her to sit with her group”. I immediately felt a halo form above me. Gosh, I am a nice person, I thought. Is there no end to my kindness?

After this brief indulgent moment, I of course realised I can take no credit. The truth was that I was just doing what I was told. Maybe it was because Dad was a schoolteacher and felt for the loners. Maybe it was just Mum’s natural compassion. Either way, we got the message: it was our job to be tuned in to anyone on the outside.

Why am I sharing this?

Because seeing Suzie's Mum again reminded me of something I see in business all the time.

What might feel like small gestures can become a lasting memory for someone else. Suzie’s Mum was still moved by it more than 40 years later.

How we make people feel is not just a lesson for the playground.

As adults, we're all busy. We focus on deadlines, deliverables, targets and output. Yet the things people remember are often the smallest moments. The welcome they received. The joke you share after the meeting has ended. The pause to really listen to what is not being said.

Good marketing isn't about making the most noise. It's about how someone experiences you. Creating moments and connections that people remember become the ties that bind.

People rarely forget how you made them feel.

And if I haven’t done that well, can we please try again?

27/05/2026

Every good business evolves in response to the world we operate in. ​

Here's where Helium is today and who we help.

“It is going to be a really long day tomorrow,” I warned. “We will be taking in lots of new information. I just went to ...
25/05/2026

“It is going to be a really long day tomorrow,” I warned. “We will be taking in lots of new information. I just went to IGA and have loads of snacks for us all to keep us going,” I messaged the night before in our work group chat. “We’ll meet at the office for coffee then jump in an Uber.”

“It’s just so good to get out of Leederville,” Kerry gushed as we arrived, all filled with the wonder of a cohort who had just landed in Paris for the first time, not Perth. That’s right. Some of the team and I had a conference to attend for the day a mere 4kms away, and we were pumped. The stationery cupboard was raided and I even broke open a new highlighter pack, such was my level of confidence that the speaker would be a wealth of information.

The house lights went down and the loud, emotive music went up.

“Turn to the person next to you and say, ‘I am committed,’” he said.

What was happening? Had I accidentally returned to my old Pentecostal church?

By 10am, we were across the speaker’s list of accomplishments and had learned he’d been on many international trips with his wife and kids: cue 300 images on the screen.

“When the hell is he going to get on with it?” I whispered to Haylee, who shares my low tolerance for wasting time.

He finally warmed up and started dishing out a few scraps of substance. We all furiously took notes.

After the break, we returned for the second session. The sales pitch arrived right on cue. Based on his body language, the man on my left was all in. I wouldn’t have been surprised to see him pull out his credit card.

We were messaging each other in the group chat as we all sat in a row. Tim even chimed in from Japan. A couple of us got the giggles.

“You guys are welcome to stay, but I can’t handle this,” I said.

I walked out. I was almost at the door when I realised the team were following behind me, single file. Bags still heavy with snacks. Feeling like the rebellious group in high school wagging class.

Naturally, a consolatory team debrief and lunch back to the safety of The Garden in Leederville was the least I could do after the dud steer. “This is the business coaching scheme that did the rounds 10 years ago, but repackaged on AI for 2026,” said Smith as he bit into his steak sandwich.

“How is anyone falling for that crap?” added someone whose name rhymes with Bonna.

We started doing impressions of the guy and repeating quotes, and we laughed until people stared and our sides ached.

Tim and Ash were not there, and they are usually the comedians on the team. It suddenly occurred to me: this team combination had never been on a project together before. This was the first time we had broken bread and cracked up.

We now needed to catch up on real work. And we did not even learn what we expected.

But we did learn that as a team, we already know more than we think. We are discerning. We are aligned. And we had just formed a shared experience and a new memory.

Actually, I decided. In the life of the company, this was a most excellent day.

POV: the boss asks you to make her look smaller.We kept to the brief.
20/05/2026

POV: the boss asks you to make her look smaller.

We kept to the brief.

Tim's off to Japan for a few weeks: it would have been rude not to send him off with a sushi team lunch.
07/05/2026

Tim's off to Japan for a few weeks: it would have been rude not to send him off with a sushi team lunch.

Everyone has a great story they pull out when the subject of marketing comes up. It’s usually one from behind a mega bra...
05/05/2026

Everyone has a great story they pull out when the subject of marketing comes up. It’s usually one from behind a mega brand like Nike, Coke, Apple, Prada — a collaboration that changed everything, a speech in a boardroom, a strategic move that shifted the course of history.

I love those stories too. ... read more:
https://www.heliummarketing.agency/i-m-too-sexy-for-my-job

Non adherence to dress code was forgiven in this instance Scott Ingram
28/04/2026

Non adherence to dress code was forgiven in this instance Scott Ingram

Corporal Edmund Campion Parkinson served in the 48th BattalionHe was my Poppa.As a little girl, I thought World War I se...
24/04/2026

Corporal Edmund Campion Parkinson served in the 48th Battalion

He was my Poppa.

As a little girl, I thought World War I seemed like a big laugh, as all I heard about the war were the funny stories. It sounded like a real hoot. Of course, as I grew older, I realised that those handfuls of stories on high rotation were what Poppa chose to share and focus on.

The rest was unspeakable.

In 2017, I went to the Canberra War Memorial for the first time. On the walls, it was written that the widely held view was that “The Western Front made Gallipoli seem like a picnic.” He had become a Christian at that time through the kindness shown to him by The Salvation Army in the war, and in doing so left another legacy to his family and me.

Tomorrow, I will remember my Dad’s father with love and empathy. And continue to hope and pray for peace.

https://www.heliummarketing.agency/an-anzac-tribute

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