PBA provide you tools to launch, grow and differentiate your place.

We provide the tools – cultural research, community engagementstory development and activation,  auditing of the narratives success – for you to leverage in a range of meaningful ways.

Conventional brand approaches have focused on repetition and compliance. We felt that places needed to be centred around humanity and culture.

So we set about developing a new model based on meaning, story, shareability and community culture. We use that approach to create new thinking, not just about the places themselves but about consumers and markets and the cultural connections that flow between them.

It’s how we help brands belong.

PBA team

At PBA we actively seek out people who can intelligently challenge our opinions and thinking and move us from our current view of a situation to a better one.

Madonna Deverson

Insight Generation

Madonna is the former Global head of insights at O&M New York. Her expertise spans three continents and includes stints with Leo Burnett, Deutsch, Fox News and The New York Times.

Her insights will make you feel you can know the unknown.

Guy Taylor


Guy has a couple of decades of strategy experience, most recently in tourism and place branding, across four continents. He has advised the Tasmanian, Western Australian, Northern Territory and South Australian governments.

Guy led Australia’s largest qualitative research project into the factors that drive place brand success for the Tasmanian government. Prior to that he evolved the Tourism Tasmania brand from a features and benefits approach to a cultural model.

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Demelza Rafferty

Experience and Communication Design

Demelza has worked on tier-1 brands in Amsterdam, London, Shanghai, Montreal, and New York, for Wieden+Kennedy, Sid Lee, Mother, and R/GA. Using design thinking Demelza has been integral in evolving brands for clients such as CocaCola, Nike, Adidas, Absolut, Heineken,
T-Mobile, and Samsung.

Demelza shines her considerable talent on PBA experience and communication design.

Simon Wilton

Community engagement

When Master of Applied Positive Psychology appears on your business card people expect big things. Simon’s unique talent is in engaging teams, and communities in corporate storytelling whilst building an understanding of what makes those communities, teams and brands competitively different.

It is an exciting new field that continues to deliver great results.

Ron Ferdinands

Director, Brand Strategy

Over the last 17 years, Ron has held senior strategy and management roles at Clear Channel, Futurebrand, McCann Worldgroup and the Dentsu Aegis Network. He’s worked on brands like BMW, AFL, AGL, HCF, The University of Melbourne, and ME Bank. Ron collaborates on projects that involve identity, place, and culture.