Marketing science · Brisbane
The science of being chosen.
Writing on how brands actually grow — distinctiveness, mental and physical availability, and the evidence most marketing overlooks.
Most marketing runs on opinion. The evidence tells a steadier story — one about distinctiveness, availability, and the patient work of being remembered.
Principles
A point of view, held plainly.
A short set of beliefs, drawn from decades of marketing science — the ideas that run underneath everything written here.
Evidence over opinion
The most reliable findings in marketing come from decades of empirical research — much of it from the Ehrenberg-Bass Institute, where this thinking was trained. Start there, not with hunches or the loudest voice in the room.
Distinctiveness
Distinctive assets and consistent creative make a brand easy to notice and easy to buy. That recognition — built patiently — is the quiet engine of long-term growth.
Mental & physical availability
Grow the number of buyers who think of you, and the number of moments they can act on it. Reach the whole category, and be easy to buy when the moment comes.
Work
The science, applied.
High Country Equestrian
This project involves rebranding, establishing reliable operations and rebuilding an eCommerce equestrian supplies webstore and implementing great online store features for customers, leading to a drastic increase in sales, CX and reputation.
Abound Physiotherapy
This project launched Abound Physiotherapy from the ground up—combining strategic branding, thoughtful design, and streamlined operations. From naming to signage, systems, and ad creative, we built a cohesive presence that reflects their ethical, patient-first approach and supports real business outcomes.
Merdian Learning
This project involved launching an education-focused business and designing a premium, scalable teacher planner product from the ground up—combining strategic branding, product design, commercial planning, and operational execution.
Writing
Notes on how brands actually grow.
Harvesting Without Watering: What Sales-Focused Marketing Does to Your Brand
This is not an opinion piece.
The Innovation Process That Accelerates First Mover Brands Into Global Empires
The world’s biggest brands didn’t just advertise harder — they designed business models that created first-mover advantages and opened entirely new buying scenarios. In our latest piece, we break down the innovation process that accelerates brands into global empires.
Sorry, Australia
⚠️ Most marketers were never trained to do the job — and businesses, consumers, and the economy are paying for it. In marketing, a lack of education isn’t just tolerated, it’s rewarded. That gap has flooded the industry with quick wins, discount obsession, vanity branding, funnel worship, and tactical noise passed off as strategy. Over time, brand equity erodes. Trust collapses. Entire categories underperform. This letter is our response to that damage — and our invitation to help fix it.
Convenience Trumps Price
For a few weeks now, a phrase has been stuck in my head: convenience trumps price. It might seem simple, but when you look deeper—especially through the lens of marketing science, behavioural economics, and…
Contact
Get in touch.
If something here resonates, or you'd simply like to talk it through, send a note. Every message reaches me directly.
- reply@shphd.com
- Studio
- 4/260 Queen St, Brisbane City QLD 4000