Hi. Welcome to The Audacity Group

The Audacity Group is an independent brand strategy company that helps brands in Australia and New Zealand to thrive in the world ahead. We work with brand owners and their agencies to develop effective and informed brand strategies that grow and protect brand equity, market position and reputation.

Change what you value and why you are valued.

The Audacity Group helps companies navigate the opportunities in being competitive, responsible, distinctive and kind. We revitalise how you compete in a warming world. We help you do what’s right in modern markets. Define what will sustain you, decide the strategy that will drive you, build the culture that binds you, and tell the stories that make you wonderful.

Define Your
Brand Future


Strategy is the first step in every brand’s journey to change its potential. By choosing to define your future, you give your brand “forecastable history”.

Build a


The right brand culture brings the powerful sense of identity and shared beliefs that people need to deliver your defined future effectively. Principles focus collective energy.

Be an


To be competitive, you must be articulate. Rich stories turn data, rationale and plans into narratives that make sense and can be easily shared.


It’s a real joy to work with brands across a wide range of sectors in our part of the world.


Summoning the four winds

Cato Brand Partners

Story meets place in this distinctive building: the new conference and exhibition centre for Wellington. The strategy and identity took its cues and inspiration from a powerful karakia that summoned the winds to the city’s new meeting place.

Lead the way

Riders & Elephants

Promoting emotional leadership

We’ve been advising Jeremy Dean, creator of the globally successful Emotional Culture Deck and more, on a range of initiatives for his inventive game-making company Riders & Elephants. Redefining what corporate culture can mean for people.

Define what matters


Signalling a new approach

Insight Creative

Leading Manuka honey producer Comvita saw an opportunity to use their annual report to communicate progress on their transformation strategy. The report included a detailed conversation in the form of a Q&A with the Chief Executive and Chair.

Share your stories


How to identify and meet unmet customer needs

How to identify and meet unmet customer needs

Reading Time: 10 minutes Many people believe that an innovation will sell itself; that if they present a solution that is well crafted, brimming with features and solves the problem they have identified, then they will enjoy success. But catering to unmet customer...

Quickly make 5 major brand strategy decisions

Quickly make 5 major brand strategy decisions

Reading Time: 4 minutesFive major brand strategy decisions help marketers and business owners quickly define the key connective elements of their wider brand definition. Our Brand Definition Funnel enables a business or marketing team to broadly define how they intend...

Why linking strategy, culture and stories matters

Why linking strategy, culture and stories matters

Reading Time: 5 minutesIt’s tempting to ignore linking strategy, culture and stories. After all they seem like different things, and address different aspects of bringing a brand to life. At first glance, strategy focuses on where the business needs to get to. Culture...

Introducing the Brand Definition Funnel

Introducing the Brand Definition Funnel

Reading Time: 11 minutesWe’re all aware of the consumer decision journey that describes how buyers come to decisions. But if you’re a marketer building a brand from scratch, or you are charged with reviewing what a current brand’s future looks like, how do you review...

Looking to change your world?

No two ways about it: the challenges today are huge. There’s competition everywhere. It’s intense. And yet the opportunities to make a difference, and create your difference, are so exciting. Sustainable, purposeful, intelligent business has never been more important