Get comfortable with being uncomfortable.

The business environment is changing. Technology, globalisation and shifting economic forces have disrupted businesses and employment, as companies reorganise, outsource and rightsize.

Agility is an attribute required of corporate leadership; to be able to read the play and make the right moves. In this era of transition, having a strong brand belief is essential. But understanding who you are, what you do and why it matters is only a starting point. It has to be matched with walking the talk – making every touch point with the brand matter.

Elite champions like Roger Federer, who celebrated winning the 2015 Brisbane International title and his 1000th win, know that "getting comfortable with being uncomfortable" (The Economist) on the court is essential for maintaining focus. Under the pressure of uncertainty, a sense of purpose can define the outcome.

Having a strong brand purpose is a platform; it allows the game plan to shift and introduce something new. The Queen Victoria Market has activated two new destination brands. 'Sticky Fingers' food festival on selected Sundays (January – April) is surprisingly entrepreneurial. 'Therry Street' attracted 356,000 plus visitors over ten days with traders reporting an increase in sales of between 50%–200%. Both events are initiatives of the Market using their brand purpose as a platform to generate innovation and create new value.

The discomfort of change can be limiting. Using the power of brand and why it matters can be the reassuring foundation to guide behaviour, encourage constant experimentation and strengthen visibility. In a marketplace of smoke and dust, confidence in the belief that drives a brand allows opportunities to be seized and reputations to grow. After all, it's what we do that defines us.


Celebrating achievement with design. In the modern era, where design is so much a part of sport, the Brisbane International Trophy is a striking and contemporary representation of the fluid energy of play. The Men’s and Women’s Perpetual Trophy, and Individual Winners Trophies were designed by R-Co Brand, with industrial production by Charlwood.


The Australian Open – Grand Slam of Asia/Pacific is the premier event in the region. The classic player silhouette defines the ‘Summer of Tennis’ in Melbourne. The signature blue of Tennis Australia’s courts brand Melbourne from Google Earth. Design by R-Co Brand.


During the recent Melbourne Music Week, Queen Victoria Market needed to accommodate several traders over a ten day period. They took advantage of the Therry Street location and created a pop up market for their traders. R-Co Brand helped bring this vision to life with a vibrant design, reflective of the types of traders within the ‘Therry Street’ pop up. This is an exciting period for Queen Victoria Market with fantastic experiences throughout the market. If you haven’t checked it out yet, the Social Kitchen is sure to excite all culinary enthusiasts.