The Power of Thinking Brands

MadeKnown 8 min

In a world where consumer preferences evolve at an unprecedented pace, brands are faced with the challenge of staying relevant and innovative. From this, the concept of Thinking Brands has emerged as a powerful strategy, allowing businesses to thrive in this dynamic landscape.

Understanding Thinking Brands

“Thinking Brands” goes beyond the traditional mindset of product-centric businesses. They are entities that actively engage in strategic thinking, constantly evaluating their position in the market, and adapting to the ever-changing needs of consumers. These brands are not just selling products but also experiences, values, and a vision for the future.

What are the key characteristics of Thinking Brands

Innovation as a core value

Thinking brands prioritise innovation, not only in their products but also in their approach to business. They embrace change and are quick to adopt new technologies and methodologies that can enhance their offerings.

Consumer-centric focus

Rather than dictating trends, thinking brands listen to their consumers. They actively seek feedback, analyse data, and use insights to tailor their products and services to meet the evolving expectations of their audience.

Adaptability and flexibility

A thinking brand is like a chameleon, able to adapt to its surroundings. These brands are not afraid to pivot when necessary, acknowledging that what worked yesterday may not work tomorrow.

Authenticity and purpose

Beyond profit, thinking brands have a purpose. They are authentic in their communication and genuinely care about the impact they have on society and the environment. Consumers are increasingly drawn to brands that share their values.

Continuous learning and improvement

Thinking brands view success as a journey, not a destination. They invest in learning, both from their successes and failures, and use this knowledge to continuously improve their strategies.

The benefits of adopting a Thinking Brand approach

Resilience in the face of change

Thinking brands are better equipped to navigate uncertainties. By staying attuned to market shifts and consumer preferences, they can proactively adjust their strategies, ensuring they remain resilient in the face of change.

Loyalty and trust

Consumers are more likely to trust and remain loyal to brands that demonstrate a commitment to their needs and values. Thinking brands build lasting relationships based on trust, which translates into customer loyalty.

Competitive edge

In a saturated market, standing out is crucial. Thinking brands differentiate themselves through their innovative approaches, creating a unique selling proposition that sets them apart from the competition.

Long-term sustainability

By embracing a forward-thinking mindset, brands position themselves for long-term success. They anticipate trends, capitalise on opportunities, and build a foundation for sustained growth.

Real-world examples of Thinking Brands in Australia

As evidenced by these Australian brands, the thinking brands framework is not just theoretical—it’s a reality that drives success in diverse industries. From Qantas to Aesop, these brands showcase how combining innovation, adaptability, authenticity, and a focus on customer or cultural connection leads to not only industry success but also a positive and lasting consumer perception.

Qantas: Innovation and customer-centric focus

Qantas, Australia’s flagship airline, has a history of innovation and a strong customer-centric focus. From introducing the first lie-flat beds in business class to investing in fuel-efficient aircraft, Qantas continually strives to enhance the travel experience. Their commitment to safety, reliability, and customer satisfaction positions them as a thinking brand in the aviation industry.


Atlassian: Innovation and employee-centric culture

Atlassian, a leading software company, stands out for its commitment to innovation and its unique employee-centric culture. The company encourages creativity and experimentation, allowing employees to spend a portion of their time on personal projects. This approach has led to the development of successful products like Jira and Confluence.


Telstra: Adaptability and technological leadership

Telstra, Australia’s largest telecommunications company, exemplifies adaptability and technological leadership. In a rapidly evolving industry, Telstra has consistently embraced new technologies and adapted its services to meet the changing needs of consumers. Their focus on building a robust and reliable network showcases their commitment to staying ahead in the telecommunications landscape.


Aesop: Authenticity and unique brand experience

Aesop, a skincare brand founded in Melbourne, is known for its commitment to authenticity and creating a unique brand experience. Aesop’s minimalist store designs, emphasis on quality ingredients, and dedication to personalised customer service contribute to a brand that values authenticity and craftsmanship.


Vegemite: Cultural connection and nostalgia

Vegemite, an iconic Australian spread, goes beyond being a food product—it’s a cultural symbol. The brand has successfully maintained its connection to Australian identity and nostalgia. Through creative marketing campaigns and a strong emphasis on its Aussie roots, Vegemite remains a beloved and enduring part of Australian culture.

In conclusion, the era of thinking brands is upon us—a time where success is not just measured by profit margins but by the ability to think strategically, adapt dynamically, and resonate authentically with consumers. As businesses continue to evolve, those that embrace the principles of thinking brands will undoubtedly lead the way into a future defined by innovation, purpose, and lasting impact.