B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Cannes Lions
  • NRL
  • State of Origin
  • WPP
  • B&T Women in Media
  • Thinkerbell
  • Pinterest
  • imaa
  • AFL
  • Anthony Albanese
  • AI
  • Spotlight on Sponsors
  • Foxtel
  • Meta
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: How Conscious Is Your Brand And Why Should You Care?
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Marketing > How Conscious Is Your Brand And Why Should You Care?
MarketingTechnology

How Conscious Is Your Brand And Why Should You Care?

Jemma Bowman
Published on: 15th June 2016 at 1:20 PM
Jemma Bowman
Share
5 Min Read
SHARE

A new tool has been launched to help companies analyse to what degree their brand, marketing, and other business processes function in a positive way. Created by Newcastle brand consultancy Mezzanine, the Conscious Brand Index is an online assessment designed to help companies better live their values and fulfill their potential by following the principles of Conscious Branding.

Nikki Wright, co-owner of Mezzanine sees Conscious Branding as essential for success in the modern business age.

“The business world is being rapidly reshaped as our value system changes,” Wright said. “Self-awareness is now essential for businesses as the demand for integrity increases and the brand gap narrows.

“Connecting purpose + business + brand is fundamental to engagement, innovation and sustainability. But it isn’t easy… Building a Conscious Brand is about engaging and nurturing the intrinsic values in people that will support lasting positive change – for your people, your business and your world. It’s better business on purpose, and it’s the way of the future.”

The Conscious Brand Index reviews broad aspects of a company’s activities, covering interactions with stakeholders, including employees and customers. This is consistent with Mezzanine’s definition of ‘brand’ in its widest sense and the conviction that your brand is your company and your company is your brand.

Companies can also create surveys and invite employees to contribute to an assessment of the company, allowing for greater impartiality and awareness.

Wright added, “When companies act with purpose and conviction, they build energy around them. Positive culture and energy will magnetise your brand and enable you to make real change. 

“When you know what you believe in, your story and message are concentrated, your team is motivated, and the right customers will feel a strong connection to your brand. It’s human nature, belief is the thing that binds us together and compels us to advocate for something.”

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 refers to 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.

“We live in a time where we have never been more connected, inspired or empowered,” Wright continued. “But we have enormous issues facing us as a society.

“Decades of prioritising profit has left us valuing wealth, social status and conformity – the very things that impede change. The world needs more purpose-driven businesses and values-led leaders to step up, innovate and drive change.”

The Conscious Brand Index tool is free to use for a self-guided journey, or Mezzanine also offer consultancy and workshops to guide companies in building Conscious Brands. Having completed the CBI test, users are encouraged to work to improve their scores and those of their industry as a whole.

A number of relevant recommendations are then provided to improve internal processes and attitudes, along with sources of further reading and examples of Conscious Branding in practice. Users are also encouraged to return to the Conscious Brand Index website for future re-assessment and feedback.

“We wanted to create something really practical that can apply to any business,” said Luke Burrell, director of Mezzanine.

“If you’re committed to running your business well, to doing something meaningful, to changing the status quo, then Conscious Branding, and the Conscious Brand Index as a first step will accelerate how you can do that. It can help any business.

“The more people who take advantage of it, the more businesses will live their purpose and values and deliver positive change.”

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: einsights, mezzanine
Share

Latest News

Patrick Rowe, Mandie Van Der Merwe, Avish Gordhan.
Agency Scorecard: Saatchi & Saatchi
15/07/2025
SCA Chief Content Officer Dave Cameron To Depart After 30 Years
15/07/2025
Harley-Davidson Rallies Riders For Inaugural ‘United We Ride’ Fundraiser Via The Salvation Army
15/07/2025
Agency Scorecard: Nunn Media
15/07/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?