Marketing that works starts with clarity, not spend.

Get clear on why you exist, where you play, and which levers drive growth before you commit a dollar to the wrong path.

Sharpen your brands growth levers, then execute with the right team, tools and KPIs

Getting clear on your marketing priorities is harder than it sounds. When you're running the business, the jobs to be done are endless and everything feels urgent, so the real priorities get buried. And marketing is one of the least regulated industries out there, which makes bringing in the wrong expertise both easy and expensive.

That's where The Good Brief come in. We diagnose the actual problem, build the right model around it, and deploy the right people to solve it.
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Meet Rob Elder, founder and director of The Good Brief

20 years across Nike, Cadbury and CUB taught me one thing: marketing that works starts with clarity, not spend. Get clear on why you exist and what actually drives growth, and every dollar after that goes to the right opportunities with the right people. Skip it, and you burn time and money finding out the hard way.

Hear from our Clients

“Rob's extensive industry connections and experience are so evident in his ability to identify ProFeet's problem(s) and clearly articulate a plan, timeline and budget to achieve it. We now have a brand framework to use operationally each day! Highly recommend.”

— Shane, Founder and Director of ProFeet Footwear

“From day one, Rob took the time to understand who Tribe are and exactly what we were trying to achieve. He cut out the noise and didn't try to move us in a direction we didn't want to go. He simply listened, understood the Tribe brand, and delivered exactly what we were looking for.” 

— Jamie, Director and founder of Tribe Financial

“Rob is an excellent operator with a brilliant strategic mind. We loved working with Rob, and he has a great ability to get into the weeds of your business and brand in order to drive maximum impact.”

— Cam & Elise, Co-Founders and owners of Zorali outdoor clothing

“Rob brought clarity and momentum to Chook exactly when we needed it. Sharp, calm and genuinely invested in the business. He helped us see our brand more clearly and gave us a plan we could get moving on with confidence.”

— Tim, Founder and Director Of Chook Chicken

Before The Good Brief

  • The Typo Rebrand Plan

    Complete revolution of the Typo brand including positioning, customer segmentation, branding and fit-out

  • Nike Running Brand Leader

    Strategic Marketing lead for Nike Running in Australia and New Zealand for 7 years

  • The Beer Plan

    Carlton Dry’s vision was to become the Red Bull of Beer. Strategy, creative development, planning and execution

  • A sneaker icon

    Celebrating the history of one of Nike’s most famous sneaker franchises Air Max. Brand strategy and execution across the Pacific region

  • Lollies for Grown Ups

    A complete strategy reset and relaunch of Pascall Lollies across ANZ

Get in touch

Send me a note. I'll take the time to understand where you're at and give you an honest read on whether I can help. No pitch, no pressure. Just clarity.

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