Laura Campbell was sick of pretending parenting was picture-perfect. Living with rheumatoid arthritis while raising two young children, she couldn't find a baby carrier that worked for her body, lifestyle, or style. Her solution? Design one herself – and build a brand that celebrates the messy, authentic reality of parenting.

In this episode, Laura shares her journey building Hackerlily, and how finding the right brand strategy transformed her business trajectory and messaging. We dive into the creative process she took with me at Your One and Only, and discuss her expansion plans, including retail partnerships, international distribution, and product line extensions – all made possible by establishing strong brand foundations that can scale. This conversation offers some gems on authenticity, strategic design, and building a business that resonates with your true audience.

Reach Laura:
Visit: hackerlily.com
Instagram: @_hackerlily
Linkedin: Laura Campbell

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Every generation freaks out about new technology, and AI is just our version of the social media panic from 2007. While everyone's losing their minds about robots taking creative jobs, they're missing the real story... our brains literally evolve with technology through neuroplasticity, which means we're not the same humans who thought Facebook was "just a phase." 

In this episode, I dive into why fighting tech evolution is like fighting gravity, how I use AI to amplify (not replace) my 18 years of brand experience, and why the creatives who'll completely own it are those who understand that AI is basically the world's most enthusiastic intern - brilliant at execution, hopeless at strategic thinking. 

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What role should brands play in addressing harmful narratives? In this case toxic masculinity and intimate partner violence. This question sits at the heart of this episode examining the intersection of brand responsibility and social change.

Recent world-first Australian research revealed that approximately 120,000 Australian men report using intimate partner violence annually. This data validates what Gillette, in their controversial 2019 advertisement, attempted to address years ago. The backlash against Gillette's campaign highlights our collective discomfort with confronting deeply embedded social narratives around masculinity.

This episode challenges marketers to consider their responsibility in cultural storytelling. Are we perpetuating harmful stereotypes or helping reshape narratives that benefit everyone? How might your brand contribute to positive change while staying authentic to your values? The answer might determine not just your relationship with consumers, but your place in shaping a healthier society.

See the Gillette ad here.

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Why do some brands stick in our minds while others fade instantly? The secret lies in understanding how our brains actually process and store information. This episode dives deep into the psychology of memory and its critical importance for creating a truly memorable brand. The most memorable brands don't just look different – they create distinctive associations through multiple senses and meaningful experiences.

Ready to make your brand memorable?
Check out our Market Advantage Gap workbook and discover how to identify your brand's unique positioning opportunities.

Sign up for our Gap Strategy 5-day email series at the link in the show notes and start building a brand that doesn't just catch attention – it stays firmly lodged in memory when decision time arrives.

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Most businesses aren't failing because of poor products but because they've become strategically invisible to customers, suffering from what I call "Same-Shit Syndrome" where brands blend together in consumers' minds. Psychological blind spots create a knowledge gap between what business owners see in their brands versus what customers perceive, making strategic repositioning essential for standing out and surviving in changing markets.

Episode mentions:

• Watch the Selective Attention Test
• Watch the Old Spice Ad: The Man Your Man Can Smell Like

Join our free 5-day email series "The Gap Strategy" and find the opportunities to make your brand truly stand out.

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Forget everything you thought you knew about branding. It's not your logo, your colour palette, or even your fancy website. True brand power comes from your "Brand DNA" – the psychological core that makes your brand genuinely unique.

In this episode, I discuss why most brands get their DNA wrong by focusing on superficial differentiation rather than true psychological positioning. We're witnessing massive behavioural shifts in consumer culture, and this fundamental change needs brands to develop authentic connections with their audiences, built on shared values and genuine relationships.

Want to find your market gap and build a brand that truly stands out? Check out The Gap Strategy 5 day Email Course and find the untapped positioning opportunities in your market.

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What if your brand's perfect position is hiding in plain sight? In this episode, I discuss how to map competitors, understand customer psychology, and find the gaps others have overlooked. Learn why "great customer service" isn't a differentiator and how our 4 opportunity zones can create your unique market space. Plus, the $50 million Tropicana mistake that proves why positioning research matters, and how your business can map a path to distinction that competitors can't copy.

PS. Want the same research framework I've used with clients who've finally found their space and broken through their growth plateaus.

Check out our Market Advantage Gap Workbook is part of our extensive step-by-step process we use with our brand development clients and is made available at an accessible investment.

 Inside, you'll get:

• The competitor positioning map template that reveals untapped market opportunities
• Customer psychology frameworks that go beyond basic demographics
• All 4 opportunity zones fully explained with practical examples
• Research methods that uncover what your competitors are missing

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The landscape of business is shifting dramatically, and brand psychology has never been more crucial for survival. When markets tighten, consumers don't simply choose the cheapest option, they gravitate toward brands they emotionally connect with and trust. And, trust has become the currency of brand relationships, built through consistent delivery of promises and authentic communication. After all, we don't just buy products, we buy meaning, memory, and moments that make us feel something real. Let's talk about it. 

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What makes your business geninely different from your competitors? Do you know? Think of it like this, if your top 3 competitors all disappeared tomorrow, why would customers choose you? If you're struggling to answer these questions clearly and confidently, you're not alone. From a SWOT analysis to brand personality, this episode takes you behind the scenes of our process and into the critical foundations that come before visual identity.

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This week I return l sharing how my recent personal challenges led to a complete reassessment of my brand strategy of YO&O. I also explore how empathy and inclusion are reshaping the modern consumer’s expectations, especially after global movements and the pandemic disruption.

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This episode speaks to the critical connection between brand evolution, visual identity, and consumer memory. I touch on the role of design thinking, colour psychology, typography, and distinctive assets when creating a cohesive and dynamic brand identity that can stay relevant in a rapidly changing market.

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Let's talk semiotics. In this episode, we're discussing how symbols and signs shape meaning and association through the lens of Kendrick Lamar's standout storytelling in his Super Bowl halftime show. I draw parallels to the crucial role of cultural messaging, colour psychology, and how brands can authentically connect with their audiences by understanding and being aware of the role these elements play.

Mentions in the episode:
Further to the 'Crip Walk' mentioned in the episode, I can't find a hard source. However, the meaning of the walk in the show was referencing Serena at Wimbledon in her early days (overriding the origin of gang association in this case). 

Samuel L. Jackson was an activist and part of The Black Panthers in his early days. He was also suspended from college after being found guilty of unlawful confinement (reference here).

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Take a look around, most marketing campaigns are BORING. The same rinse-and-repeat strategies are leaving most of us feeling "meh." But now and then, a brand comes along with a cracker idea and reminds us that marketing can be fun, engaging, and well, meaningful. In this episode, we're breaking down the recent Cadbury UK "Share a Bar" campaign, and it shows how a simple idea can break the monotony and deliver a campaign that people actually want to engage with.

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Have you ever wondered how the tiniest details can shape your perception of a brand? In this episode, I talk about aligning internal goals with external perceptions to create a seamless brand identity that resonates with all of your people;  customers, employees, and suppliers. I also dive into why trust-building is a crucial element of the brand experience, and how every touchpoint should sync with the overall brand strategy.

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A resilient brand strategy is damn important if you want to win in 2025. In this episode I'm breaking down the importance of 4 core areas: 

1. Clearly defining the brand purpose 
2. Deepening the knowledge of your target audience 
3. Establishing an authentic brand personality 
4. The crucial role of your market positioning 

And, as mentioned in the show notes, if you want a guide on where to focus – download our Brand Action Plan pdf here.

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Let's talk about the intricate impact of brand identity and the importance of adapting to cultural shifts to stay relevant. In this episode, I explain why understanding your audience's psychographics, rather than just demographics, is key to evolving strong brand associations. Specifically speaking to real-world examples and how the influence of current events and alignment of personal values drive consumer choice. 

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TW: this episode touches on weight loss. 

What if your brand could go beyond your product and trigger a cultural movement? In this episode we’re talking the power of brand strategy and how it can not only capture consumer loyalty, but resonate deeply with their personal identities. Listen in as I unpack the deeper connection between branding, consumer behaviour, and big cultural events and how shared beliefs can transform brands into personal extensions of identity. 

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Have you seen Triple J's recent rebranding? It's a solid example of how branding is evolving to align with cultural tides. In this episode, I'm exploring how understanding generational shifts and societal trends can prevent your business from becoming irrelevant. I highlight the critical role of creativity in the future of branding, and why this is a warning to everyone for what's to come.

As mentioned in the episode, here is the Bouba Kiki Effect psychology breakdown.

P.S. Want to stay ahead of the curve and evolve your brand to truly kick ass? Jump on the waitlist for The Laboratory and join a crew of forward-thinking entrepreneurs who are on a mission to make moves.

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What happens when business owners mistake brand strategy for marketing strategy? These (alongside business strategy) are often-confused with businesses. In this episode I discuss how strategy is the cornerstone of your business's identity—an evolving area that must be constantly revisited to stay relevant and impactful. I discuss why a strong brand strategy goes beyond visuals and how it shapes your entire business persona and sets the stage for all marketing efforts.

PS. Want to build a brand that goes beyond basic and lasts, even in hard times? J Laboratory is now open for entry! Grab your seat now before the doors close this Sunday 27 October 11:59pm AEDT >>> I WANT IN!

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We're diving into the nuanced world of brand strategy and exploring why an emotional connection is key to brand success. In this episode, we debunk misconceptions about branding and visual identity and open up the conversation on the power of value alignment and authenticity in building trust, and fostering long-term relationships with your audience.

Plus, we'll explore the distinction between brand marketing and tactical marketing, emphasising the importance of maintaining a consistent and genuine brand message (even when those short-term gains are tempting!).

Tune in to discover how to cultivate a brand that not only stands out but also stands the test of time (like that?)

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What if nailing your voice could change both your professional and personal life? Well, in this episode I'm speaking with Shelly Horton, a trailblazing TV journalist, MC, and advocate for women's health. She shares her journey through a 30-year career across major networks like ABC, Channel 7, and Channel 9. She throws down actionable tips on voice control, breathing techniques, and pacing, which are essential whether you deliver a TED Talk or engage an audience on your Instagram stories.

And, don't forget to check out her Speak With Impact Workshops where she is dedicated to empowering individuals with speaker and media training.

Check out the video we reference in the episode by Will Stephen: 'How to sound smart in your TEDx Talk' here.

Follow Shelly:
Website: shellshockedmedia.com
Instagram: @shellyhorton1
Linkedin: @shellyhorton1

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Ever wondered how a child actor who worked alongside Hollywood legends transformed into a multifaceted entrepreneur? Meet Kent King, the Content Chemist, who has an extraordinary journey from the glitzy lights of Hollywood to the beats of DJing and finally to the strategic world of brand development and content marketing. Kent’s unique perspective sheds light on the importance of understanding platforms and the human behaviour behind them. As you follow the conversation, you'll discover the value of diversifying your skill set and continually learning to stay ahead in an ever-evolving market.

Follow Kent King
kentcultivate.com
Instagram @kentcultivate
YouTube @kentcultivate

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Ever wondered if you're targeting the right audience on the right platforms? Discover the secrets of brand positioning and learn why understanding your audience is crucial for effective marketing. We'll explore how modern branding has shifted towards creating communities and emotional connections, using Lego's remarkable comeback as a prime example of engaging a passionate fan base. By personalizing your brand's storytelling and aligning with your audience's values, you'll understand how to create a lasting impact.

This episode speaks to the continuous evolution of brand strategy, emphasising the importance of testing, measuring, and adapting. Learn how modern branding has shifted towards creating communities and emotional connections, using Lego's remarkable comeback as a prime example of engaging a passionate fan base. 

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Have you ever wondered how unseen biases shape every aspect of your life, from personal decisions to marketing strategies? In this episode, I speak to the hidden forces that subtly influence our perceptions and choices. We'll explore how our past experiences and memories shape our current worldview, and how acknowledging these biases can help us make better, more informed decisions. 

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Have you ever found yourself clinging to a failing project just because you've invested so much time and effort into it? This episode explores the psychological trap known as the sunk cost fallacy and discusses the importance of recognising when to pivot toward more strategic decisions. We'll also look at how external factors over the past few years have reshaped consumer behaviour and investment strategies, making decision-making in business more complex than ever before.

Download our FREE Brand Action Plan here
Get on The Laboratory Waitlist here 

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