Blog

Brave Thinking | Issue #004

This issue takes you inside our standout brand activation for First Bus, a bold team kick-off for DXC, and a fresh perspective on brand consistency from our Founder / CEO, Andrew Dobbie. Not to mention seven awards nominations!

We’re also diving into culture (spoiler - free garlic bread can’t fix it), ego-free leadership, and whether AI can really build a brand.

Plenty to get stuck into—this one’s all about inside-out brand strategy and campaigns that move people.

Bland Building: How to AI-Optimise Your Brand to Death

This isn’t an anti-AI post. Generative AI tools are brilliant for the short-term, performance-driven stuff—think targeting, testing, and refining creative.

But what about brand building?

Can it? Kind of. But should it?

Our Brand Manager, Keenan Erwin, lays out what brands stand to lose if they’re not careful.

LINKEDINburgh Castle: Where Heritage Meets Hustle

We’re so proud to announce this landmark sponsorship between LinkedIn and the City of Edinburgh—brought to life by yours truly.

Blending Scotland’s rich history with the future of professional connection, LinkedIn will soon open the doors to their premiere physical networking and business hub, the newly reimagined LINKEDINburgh Castle.

Brave Thinking | Issue #003

This issue covers humanising FNZ's brand culture from the inside out, two all-new brands for KPMG in record time, and top insights from MAD//UpNorth—courtesy of our Head of PR, Claire Morrison.

We also tuned into the egg Community’s ‘Women on Top’ event, where our Head of Comms Planning, Emma Houston, shared her take on the future of AI, strategy, and brand.

But that’s just the start—this one’s all about big, brave ideas with impact.

The Lost Art of Unexpected Collisions: Reflections on MAD//UpNorth

It’s easy to get caught up in the excitement of a big event ‘first’ and react in the moment. But the real value comes later when the noise has settled, and you’re left with what actually stuck out.

Our Head of PR, Claire Morrison, took a beat after MAD//UpNorth to reflect on the real-world insights brands can use right now to cut through the noise and drive meaningful results.

What LEGO Got Right in 1974 That Most Brands Still Get Wrong

In 1974, LEGO knew they weren't just selling little plastic bricks—they were selling imagination. With this short note to parents, they championed creativity over convention and built trust and emotional connection with their audience at the same time.

Decades later, most brands are still missing the mark. So, what can we learn from LEGO’s genius?

Brave Thinking | Issue #002

This issue covers insights from our Cultural Round Table from our People & Culture Lead, Melissa Curtis, our Head of Strategy’s BBC debut on the $10 billion refillable waterbottle industry, our bold rebrand for finance brand atomos, a Super Bowl ad showdown, a lesson from LEGO in 1974, and how we helped VELUX customers see the light.

Creating Harmony with Hybrid Work

We’ve all heard the debate. Hybrid work is the future—until it’s not.

So why is hybrid working still a battleground? And what’s the best way forward?

Our People & Culture Lead, Melissa Curtis, shows how to turn hybrid working from a headache into a competitive advantage.

Super Bowl LIX: Hits, Misses & the Ads That Mattered

Ah, the Super Bowl. One big, brave, Hail Mary moment for brands vying for cultural impact, viral glory, or—at the very least—avoiding the cringe pile.

So how did brands fare this time around? Our team sifts through the good, the bad, and the bewildering to bring you this year’s Super Bowl ad rundown.

Brave Thinking | Issue #001

Brave Thinking is monthly hit of creativity, culture, and brand brilliance—powered by MadeBrave.

This first one focuses on our brand refresh for First Bus, our inaugural People & Culture Round Table event, a cracking healthcare campaign for colorectal cancer, a how-to on selling creative ideas to the board, a PR Week feature on mental health, and more.

Getting to the Bottom of Colorectal Cancer

Colorectal cancer is on the rise, but no one likes to talk about it. So we created a campaign where no one talks about colorectal cancer.

Our Creative Director, Jamie Axford, shows how we cracked the code for this leading medical device manufacturer.

Rugged Meets Relevant: How Stanley Nailed Its Brand Evolution

We’ve all seen it before. Legacy brands hesitate to innovate because of that one immovable element of the brand—heritage.

And rightly so. What if you alienate your core customers? What if you lose brand equity? What if people don’t like your new pink car?

Yet brands like Stanley managed to break convention and win. Our Brand Manager, Keenan Erwin, shows us how.