Mezzanine Builds Momentum In Its Conscious Branding Process

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Newcastle branding company Mezzanine has expanded their brand management team to be able to deliver ‘conscious branding’ more widely.

Jemma Bowman
Posted by Jemma Bowman

Keen members of conscious capitalism Australia, Mezzanine are advocates of the global movement supporting leaders to reframe the way they do business; focusing on the true purpose of their organisation.

Conscious branding is their term for the process of harnessing that higher purpose, over and above profit, and communicating it in a way that positively engages and serves the needs and desires of people.

Nora McWilliam joins the Mezzanine strategy team. More than project managers, Mezzanine brand builders, including McWilliam, work to deliver authenticity at every brand touchpoint, enabling brands to reach their full potential. McWilliam will guide and empower brand owners to act consciously: giving consideration to the short-term and long-term impacts of their business on a human’s inner and outer world.

McWilliam has more than fifteen years of experience in marketing, and has won awards for her commitment to building meaningful, effective, integrated campaigns. Her specialism in tourism marketing brings a specific perspective on consumer behaviour and working with intangible brands.

Luke Burrell, director of Mezzanine, said, “Conscious Branding is a mindset we have been working towards for several years and we’re really excited that it is starting to gather real momentum.

“We’re delighted to add Nora to our team of strategists, brand builders, creatives and producers. Nora is an empathetic, deep thinker and will be able to deliver real passion and insight for our clients’ brands.”

Burrell’s ultimate goal is for conscious branding to become the norm, for purpose to become the core guiding principle for all businesses and organisations.

“If you’re committed to running your business well, to doing something which matters, to changing the status quo, then conscious branding will accelerate how you can do that. It can help any business,” he said.

“And the more people who take advantage of it, then the more they will achieve their potential and deliver on their purpose and the world be a better place for us all.”

This year, Mezzanine will also be launching an app and a series of workshops to enable them to deliver the conscious branding process through other channels, not just in-person consultancy.