Mezzanine Builds Momentum In Its Conscious Branding Process

Processed with VSCOcam with hb2 preset

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

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.




Please login with linkedin to comment

conscious branding mezzanine

Latest News

Zitcha appoints Josh Forsyth as sales lead to drive retail media growth across APAC
  • Advertising

Zitcha appoints Josh Forsyth as sales lead to drive retail media growth across APAC

Following global expansion and continued strong local demand Zitcha appointed Josh Forsyth as APAC sales lead. Lead image: Josh Forsyth, sales lead, Zitcha. Australian-headquartered Zitcha, which operates across four continents in countries including the US, UK, Canada, New Zealand and South Africa, is looking to Asia as the next major emerging retail media market. In […]

Moët Hennessy NZ Adds Special PR To Agency Roster
  • Advertising

Moët Hennessy NZ Adds Special PR To Agency Roster

Special PR has been added to Moët Hennessy’s roster of communications agencies in New Zealand following a competitive pitch. Special PR will be responsible for integrated communications for Moët Hennessy across its luxury brands, including Cloudy Bay, Whispering Angel, Veuve Clicquot and Glenmorangie. The scope of work includes media relations, influencer marketing, content creation, events […]