Helping organisations unearth their corporate purpose and achieve tangible results.
Our clients say we’re transformational.
Brand Council is a strategy advisory firm specialising in brand strategy, corporate purpose strategy, and purpose-led transformation. Our proven approach and tangible results make us a long-term business partner of our clients.
Our projects include stakeholder diagnostics, unearthing a client’s purpose, brand strategy and architecture, development of EVP and CR strategy, and engaging with ELT to support them in putting purpose into practice (PPiP®).
As the regions most experienced purpose team our unique Putting Purpose into Practice (PPiP®) model is the ‘how’ that ensures you gain traction and tangible results.
More about PPiP®Dealing directly with the owners, our consulting model delivers experience, honesty, and flexibility, ensuring demonstrable results and return on your investment.
We tailor our approach to the assignment at hand, always placing the very best people on each project. Our team and partners are highly experienced specialists in their chosen field - researchers, strategists, creative teams, and implementation specialists.
Brand Council is led and owned by Trudi Cassin and Peta Quirk.
Trudi Cassin
Managing Partner & Owner
Trudi relishes working with clients where significant transformation is a strategic and genuine priority, often due to new leadership, mergers, or market dynamics. Joining Brand Council as an equity partner in 2011, Trudi has over 25 years’ experience working in senior management roles for global agencies and brand strategy firms. Previous roles include Managing Director at Cato Purnell Partners, and eight years with M&C Saatchi where her favourite project was the global launch of 100% Pure New Zealand. In addition to her commercial work, Trudi values the time she devotes to working with Redkite and other not for profit organisations.
Peta Quirk
Strategy Partner & Owner
Peta enjoys working with clients who are ready to step into change by helping them become more connected and culturally sound, with the ultimate goal of making the business more meaningful and successful.
Prior to becoming an equity partner at Brand Council in 2020, Peta worked in agencies in both strategy and research roles. She has facilitated large scale brand positioning projects, including communications and advertising strategy, brand health trackers, consumer research, and internal engagement programs, across local and global markets.
Peta is a graduate of the University of Sydney, having completed a Bachelor of Advanced Science and Commerce (Honours) majoring in Economics, Marketing and Biology.
Transform organisations by putting purpose into practice.
Our values underpin our purpose. They keep us aligned, engaged, and inspired.
Proudly nerdy
We love data and research, asking the right questions, academic rigour, digging deep, solving complex problems, and working with new industries. We are eternally curious. We love learning, growing, sharing, and developing ourselves and our team.
Practice what we preach
We are proudly purpose-led. We live and breathe our own purpose, values, and beliefs in our work ethic and everyday interactions. We make ethical decisions and only work with organisations that add meaningful value to the world.
Ingenuity
Imagination, innovative thinking, and creativity can change the world and we do what we can to enable it. Ingenuity drives connection, stimulation, and improvement, and often requires bravery. We are open to diverse perspectives and creative concepts that deliver sound strategic outcomes. We seek out ingenuity in all its forms.
Care deeply
We want our work to have a positive impact. We are open, honest, and vulnerable, and believe that good things come from genuine care and commitment. We care deeply about our clients as individuals and as business leaders. We care about the quality of our work, the experience of working with us, and the impact our work has on our client’s business and their staff, stakeholders, customers, and community.
Over the last 18 years Brand Council has been dedicated to ensuring our work is impact focussed. Our leading role in purpose transformation, helping to guide companies through culture change, and our commitment to supporting NFP has been rewarding.
In 2023 Brand Council became proudly BCorp Certified Corporation. We take this responsibility seriously and are committed to transparency and accountability. We work with organisations (local and global, big and small, profit and NFP) that want to transform and add value to the world.
See our ImpactWhat our clients are saying…
“Brand Council has been instrumental in developing the DuluxGroup core purpose. They methodically and strategically worked across all levels of the organisation to capture - who we are; what we stand for; and why we do what we do - into a unifying core purpose ‘Imagine a Better Place’. The true test of their work is that, almost a decade later, our Core Purpose has endured, strengthened and is ingrained into the psyche at all levels of the organisation.”
Pat Houlihan
“I could not be more grateful for the partnership, expertise, approach and outcome we have had working with Brand Council on our initiative to unearth our company purpose. The combination of clear strategic thinking (and proven experience) ensured every step and milestone was planned from the outset, including ongoing engagement and alignment with key stakeholders. This included taking a truly global and people centred approach, uncovering our purpose in a way that was uniquely tailored to our organisation, perfectly reflecting the essence of TWE’s heritage, brands and culture. Their approach brilliantly linked strategy and people with consideration and care, all while executing the project efficiently, effectively, and within budget. And we could not be happier with the result.”
Katie Hodgson
“Brand Council have helped us clarify our brand architecture, reinvent Hard Yakka and KingGee, and provided strategic guidance on two additional brands. This has resulted in significant tangible results for our business. We enjoy working with Trudi and Peta and value their opinion and expertise.”
Doug Swan
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