The Brand Institute is an organisational reputation, brand & experience development group. We help organisations launch, re-brand, merge, evolve and transform. We have helped company names become household names and workplaces become communities. We ensure our clients find the most meaningful ways to connect with their customers, employees, the community and the world.


We are engaged by organisations looking to; uncover motivating insights, develop evidence based strategy, project their brand image and influence behaviour. Brand evolution is entirely about relationships and the experiences that build reputation and equity. While brand strategy and identity lay the foundations for success, it is culture and authentic proprietary experiences that build sustainable preference and loyalty.

Our people

Karl Treacher

Group ceo

Karl Treacher is the CEO of The Brand Institute of Australia and has over 20 years experience working with brand, boards and business leaders. He’s provided advice, developed brands and crafted experiences for organisations across North America, Asia and Australia.


Karl studied science at RMIT and psychology at Monash, and he shaped his career through human-centred, evidence-led experience design and innovation. He’s a guest lecturer at Sydney University in its Masters of Marketing program, and since 2007 he’s been one of Marketing Magazine’s resident brand experts and culture columnists.


Throughout his career Karl’s worked with many blue-chip brands, including: ACCC, APRA, Adidas, Apple, Audi, Virgin, Chanel, Coca-Cola, CSR, Google, Kraft, Microsoft, NAB, SBS, RACQ, Optus, Pfizer, PwC, OPSM , QBE, Royal Bank of Canada, TNT (China), Vodafone, Suncorp along with federal and state governments.

Dan Umphray

Nikki Clark

James Hewitt

Samantha Moore


Senior Consultant

creative director


Reputation is a social science, complete with its own formula. We follow the formula, we get the right result.



Level 13, 2 Park St

Sydney, NSW, 2000

Phone : 02 9004 7484


Level 19, 644 Chapel St

South Yarra, VIC, 3141

Phone : 03 8844 5548

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@The Brand Institute Pty. Ltd. All Rights Reserved 2017

Brand. Reputation. Experience. Environment