Brand as an operating system: the report, the tensions, the hot takes

Brand as an operating system: the report, the tensions, the hot takes

Too many agencies assume what brands are doing. At Chello, we went out and asked them. In this episode, Lindsay sits down with Chello's Strategy Director Tom Dabner and Co-Founder & Executive Creative Director Tristan Velasco to unpack Operation Brand. It's Chello's first brand leadership benchmark report, built on 1,200 minutes of candid conversations with senior leaders across 25 organisations. Tom and Tris talk through what surprised them (hint: size doesn't guarantee sophistication), why brand is still the first budget cut even when leaders say they believe in it, and how the rise of AI is raising the bar for distinctiveness rather than lowering the effort required to achieve it. PSA: This episode is full of so many brilliant hot takes, so if you're a CMO, brand director, or founder trying to get brand working harder inside your business, don’t let it pass you by. You can find the full Operation Brand report (and an audio version) on our website: https://www.chello.com.au/insights/brand-leadership-benchmark-report-2026 [https://www.chello.com.au/insights/brand-leadership-benchmark-report-2026]

Stop broadcasting, start connecting: the rules of modern PR

What does great PR actually look like in 2026, and why are so many brands still getting it wrong? Lindsay sits down with James Hutchinson, CEO of global PR powerhouse Sling & Stone, to discuss the state of modern communications. From the growing backlash against AI-generated content to the case for putting comms professionals at the executive table, James unpacks why the brands winning today aren't the loudest – they're the ones asking the right questions and saying something worth remembering, to the people who actually need to hear it.   Thanks to Tracksuit for making this episode of The Brand Hunch possible. If you're a marketer looking for an easy and affordable way to track brand performance, demonstrate ROI, and find out if your strategy is working, then head to gotracksuit.com/thebrandhunch.

A modern tastemaker on building premium brands in a copycat world

What does “good taste” actually mean, and is it something you're born with? In this episode, we chat with Zhoe Low, Marketing Director at MoveActive and former GM of Marketing & Retail at July Luggage, about why taste is an essential ingredient for building premium brands. From hiring tastemakers and setting creative standards, to giving teams the autonomy to learn by doing, Zhoe unpacks why taste compounds when paired with process, and why the best inspiration often comes from outside your category. Thanks to Tracksuit for making this episode of The Brand Hunch possible. If you're a marketer looking for an easy and affordable way to track brand performance, demonstrate ROI, and find out if your strategy is working, then head to gotracksuit.com/thebrandhunch.

The long game: why Specsavers never looked away from its brand platform

In this live episode, recorded at Content Summit Australia, Lindsay sits down with Anri Mc Hugh, Head of Marketing - Awareness & Consideration at Specsavers ANZ, to explore one of the most enduring brand platforms in advertising history. Almost 24 years on, "Should've Gone to Specsavers" shows no signs of slowing down, and does a stellar job of rolling out consistent marketing campaigns around the world while still managing to stay relevant for each individual market. That's no easy feat! Lindsay and Anri chat about the discipline of sticking with a core idea, structuring a global marketing team around the customer funnel, and where Anri finds creative inspiration. Thanks to Tracksuit for making this episode of The Brand Hunch possible. If you're a marketer looking for an easy and affordable way to track brand performance, demonstrate ROI, and find out if your strategy is working, then head to gotracksuit.com/thebrandhunch

High performance, higher purpose: From Formula 1 to philanthropy

Having held senior marketing roles at Formula 1, World Rugby, Rugby Australia, and now Guide Dogs Australia, Marissa Pace knows a thing or two about life in the fast lane. In this episode, we chat about how she builds fan bases and communities that stick, and why loyalty programs are her secret marketing weapon. She also lifts the lid on the importance of accessibility, particularly in sports, and what she’d do differently if she went back to that world. Follow our creative agency at www.chello.com.au [https://www.chello.com.au/]