The world’s strongest brands no longer just sell products. They create belonging. They turn customers into participants and experiences into shared identity. For Chris Laws, community is not a marketing trend but one of the most valuable forms of brand equity. Community gives a brand depth and humanity. It extends beyond communication into culture, where […]

Every brand competes for attention, but not every brand competes strategically. Too often, marketing efforts are treated as disconnected activities rather than parts of a single ecosystem. For Chris Laws, the most effective brands understand that paid, owned and earned channels must work together to build both immediate impact and long-term value. The Three Channel

A great brand name can be one of the most valuable assets a business owns. It shapes first impressions, drives recall, and sets the tone for everything that follows. Yet many businesses treat naming as a creative exercise rather than a strategic one. For Chris Laws, brand naming begins long before brainstorming starts. The best

Build to Rent is transforming the Australian property landscape. It is not just a new ownership model but a new mindset about what it means to live well. For Chris Laws, this shift represents one of the most exciting opportunities in brand strategy today. Unlike traditional property developments that focus on sales, Build to Rent

In a world where brands compete for attention in seconds, Chris Laws believes that success is no longer about shouting louder. It is about standing for something clear, meaningful and human. Having developed brand strategies across industries from property and finance to tourism and retail, Chris Laws has distilled what makes brands truly resonate into

Introduction In today’s fast-paced digital world, brands appear across multiple platforms, campaigns, and touchpoints daily. Traditional approaches to branding emphasized strict consistency, often codified in detailed style guides. But in a landscape where audiences expect frequent engagement and novelty, strict adherence to rigid rules can limit creativity and relevance. Chris Laws, an expert in brand

Introduction The property market is crowded, and too often, new developments blend into the background. Traditional property branding focuses heavily on architecture, visuals, or short-term campaigns, leaving little room for meaningful connection with the audience. Chris Laws, a brand strategist with deep experience in property marketing, believes there is a huge opportunity to raise the

Introduction A brand’s name is often the first impression a customer has, and first impressions matter. Yet, naming is frequently treated as a purely creative exercise rather than a strategic one. Chris Laws, a seasoned brand strategist, emphasizes that strategy must come before creativity when creating brand names that resonate, endure, and build value. A

Introduction The property market in Australia is evolving, and a new asset class is emerging: Build to Rent (BTR). Unlike traditional property developments, BTR focuses on providing fully managed rental communities, creating opportunities for developers to build loyalty and long-term engagement with tenants. Chris Laws, a brand strategist with extensive experience in property marketing, believes

ntroduction In today’s competitive marketplace, brands are constantly vying for attention. But standing out requires more than just a logo or a tagline—it requires a strategic positioning framework that aligns the brand with audience needs, market opportunities, and the company’s core values. Chris Laws has developed a three-pillar model that ensures brands are distinctive, compelling,