ustralian brands are creating headlines for their innovative brand building strategies. The fundamental attempt is to weave an experience around the brand and take it beyond being just another interesting logo.

Nudie, a popular juice beverage brand, was recently in the news for employing storytelling as its signature technique. Founder Tim Pethick chose to invite consumers home for breakfast. Every Thursday morning at exactly 21 minutes past seven, he would entertain guests at breakfast time by serving them fresh fruit juices and telling them a story around the particular flavour which was being served. ... more