Drew Usher

Drew Usher is a strategist and storyteller with 25 years' experience in branding, design, advertising and media.

black and white classic media, cameras
Business strategy

The challenger brands: Why the future of media marketing belongs to the bold

- July 30, 2025 2 MIN READ

For decades, brands were defined by size, market share or legacy. But in 2025, those markers are no longer the be-all and end-all. What separates leaders from laggards today isn’t whether they’re big or small, it’s whether they’re static or dynamic. Enter the ‘challenger mentality’, where brands are rewriting the rulebooks, not just in product… Read more »

Advice

Innovation isn’t enough: How Australian startups and scaleups miss the message on branding

- May 23, 2022 2 MIN READ

Scaleups and ASX-listed tech brands need to stop relying on product-centric functional marketing and embrace engaging brand messaging and communications if they wish to succeed.  This is one of the central findings of a landmark research study conducted by Hotwire and the University of Sydney Business School. The study, Decoding Tech Brands, examined the use… Read more »