October 30, 2025 — Podcast
Branding without grit is like an oyster without its pearl.
After 30 years of building brands at Principals, Strategy Director Wayde Bull explores why the best ones thrive on tension. And why a little discomfort is often the spark that turns ideas into icons.
Because when brands try to play it safe, they lose their edge. The greatest brands embrace friction. Between logic and emotion, familiar and fresh, focus and fun. From SBS showing that diversity isn’t something to smooth out, to Who Gives a Crap transforming toilet paper into a changemaker product, and ALDI playing the underdog at a $12 billion dollar scale.
In this episode, Wayde makes one thing is clear – grit makes brands interesting. And interesting brands endure.
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