Thought Leadership
Musubi articles deliver cutting edge ideas and information on brand, design, human capital, onboarding, strategy, the role of Ai, and leadership.
Musubi deals with complex issues that often have accompanying complex solutions. We carve out a point-of-view on the big issues shaping the future of society, branding, business, and the markets.
Musubi articles help organisations to think, see, and behave strategically different.
Sydney Water Transformation.
Musubi set out to establish a transformation project to help with increased productivity, laser focus on the new brand purpose, then shape and prepare brand message clarity and a scalable brand idea.
Our approach was to define Sydney Water’s authentic foundations and unlock the latent power of Sydney Water. Nothing is worse than trying to impose a brand idea into an organisation. We co-created with Sydney Water to establish an authentic, fact base, and deeply meaningful Brand Idea and Brand Positioning. The result of establishing a clearly memorable definition of the brand from within the organisation ensures fidelity and a sense of truth to decision-making.
Musubi translated the different parts of the organisation into a set of brand tools and strategic resources that can be executed consistently and flexibly. Ultimately the approach is to shape the strategic framework, recommendations and directions to provide Sydney Water with the readiness and ability to manage reputation building programs.
Why we love Modernist design.
Modernist graphic design emerged in the early 20th century and was characterised by a focus on simplicity, clarity, and functionality. It rejected the ornate styles of the past and embraced new technologies and production methods, such as photography, mass printing, and industrial manufacturing. Modernist graphic designers sought to create designs that were visually striking, easy to understand, and efficient in communicating their message.
Josef Müller-Brockmann. 09 05 1914
Joseph Müller-Brockmann was influenced by the ideas of several different design and art movements including Constructivism, De Stijl, Suprematism and the Bauhaus. He is perhaps the most well-known Swiss designer!
What are the biggest pain points a CEO faces when developing a brand strategy?
Musubi Brand Agency becomes important to businesses today because we provide a comprehensive range of services to help businesses establish and maintain a strong brand identity, navigate the constantly evolving digital landscape, and achieve measurable results. By partnering with us, businesses can provide clarity on what the brand stands for helping to stand out from competitors and achieve their marketing and creative goals.
Difference between corporate identity, brand identity, and brand image.
Difference between corporate identity, brand identity, and brand image.
Brand portfolio and architecture.
Brand architecture is the way in which the brands within a company’s portfolio are related to, and differentiated from, one another. The architecture should define the different leagues of branding within the organisation; how the corporate brand and sub-brands relate to and support each other; and how the sub-brands reflect or reinforce the core purpose of the corporate brand to which they belong
The effects of branding on your business.
How important is your brand to your business? It’s critical! Your brand is a short cut for the market to understand who you are, what you do, what you stand for, how you do it and for how much. In a split second the market has sized you up and made a decision to buy from you or not. Your brand is the face of the business and carries the responsibility to ‘tell’ the market about you.
The Brand and Organisational dilemma.
Alignment of internal and external commitment to the brand is often weak. Marketing and branding managers focus their strategies on the customer. In general, employees are usually the last to know about the latest marketing campaign or have not been appropriately trained in the brand values. Leading brands (and our clients) come to understand that an internal culture supportive of the brand strategy has a far better chance of delivering a consistent yet differentiated experiences. Human Resources are tasked with managing the employee life cycle and administering employee benefits often in isolation to marketing strategies. Consequently, building a chasm between the internal values and brand values. Both need to be aligned in order to shape the organisation’s culture and embed the core brand purpose.
What Is Brand Management?
Definition
Brand Management is the strategic discipline responsible for maintaining the clarity, coherence, and value of a brand over time. It governs what a brand stands for, how it is structured, how it is expressed, and how it evolves.
What Brand Management Is
Brand Management aligns strategy, culture, identity, and experience into a single system. It ensures that decisions made today do not undermine brand value tomorrow.
What Brand Management Is Not
Brand Management is not marketing, advertising, or visual identity alone. Marketing activates demand. Brand Management defines meaning. Without meaning, activation loses efficiency and impact.
Why Brand Management Matters Now
Markets are fragmented, attention is reduced, and AI systems increasingly determine which brands are surfaced, trusted, and recommended. In this environment, brands that are unclear or inconsistent are filtered out.
Consequences of Poor Brand Management
• Inconsistent messaging • Increased cost of marketing • Internal confusion • Reduced trust and enterprise value