21/06/2026
Brand impact or noise?
When the scene is getting cluttered and everyone wants a piece of the pie, how do you continue to cut through the noise?
Yesterday we hosted an intimate group of Melbourne’s leading comms and marketing professionals to discuss just that. The key takeaways?
• Community first, always – the saying ‘build it and they will come’ is true in some sense; brands that build genuine community, will always excel more than those trying to hit mass reach.
• Authenticity beats influence – paid partners and saturated social followings cannot trump genuine brand love and connection.
• Enablers win, every time - The strongest brands create space for real connection - not over-engineered, forced moments.
• Nostalgia and culture are a winning duo – master both at once, and you’re onto a winner.
• ROI doesn’t always tell the full story – work that cuts through goes beyond traditional metrics, and that’s where the real value lies.
• ‘Not everyone will go, but everyone will know’ – amplification, content and word-of-mouth are force multipliers, not afterthoughts.
• Creativity isn’t bound by budgets – Big budgets don’t guarantee impact, bold, disruptive thinking does.
Thank you to everyone who joined us in the discussion. We’re looking forward to the next one!
