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Tips+Tricks: Why Brand Soul is Not Sentimental, It’s Commercial

Georgie Scott, Partner, founder+future

Georgie Scott says that “brand soul” in founder-led businesses isn’t just sentimental; it’s a crucial commercial asset. She explains how scaling often dilutes this magic and why codifying founder instinct is key to long-term value creation.

SOMETHING TO THINK ABOUT >

QW: Made in New England

Marlene, Glen Innes

Why don’t we make this a permanent thing, Made in New England? I guess you could always add Australia under New England. We could have tags and stickers for anything made in the region. Re: https://www.netimes.com.au/advertising/made-in-new-england-2026/

QW: We don’t need another cafe

Michelle, Armidale

Michelle from Armidale says: “In response to the $2m proposal to renovate the Armidale Courthouse walkway: Why another cafe? We don’t need another one. There’s already one near the post office. This town is fast becoming the cafe town of Australia. We need business to come to town, not just another cafe.”

QW: The next best thing is Rail Trails

Sally Hawxwell, Bithramere

Sally Hawxwell from Bithramere says: Much as I love trains and would support their reestablishment everywhere, It’s just NOT going to happen. SO The next best thing is “Rail Trails” Your beautiful towns will really benefit, They provide safe riding and walking in a world dominated by cars and trucks.

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