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The Science of Branding: Brand drivers and growing start-up brand equity

February 6 @ 6:00 pm - 8:30 pm


Brand building is a mix of science, strategy systems and creative output. Done correctly, it can increase your brand equity and create a competitive barrier.

This talk aims to break down the science behind brand building, and give the attendees insights into strategies they should employ in trying to build their brand equity.

The talk will take the attendees through an understanding of brand memory, the way brand habits work and how we can create branded language systems that allow strong memory markers.

It also consolidates the tie in between your business model and strategy and the larger brand experience structure you need to set up for success. An essential factor in reducing market risk for early ventures.Details TBA, but hold the date… you’re not going to want to miss this.

Vinesh V George

Vinesh V George has been working to produce better brand communication through various creative fields since 1999. He is the Executive Director, Brand Strategy and Creative, for a brand consultancy/creative agency called Brand Cube. Having worked on creative, strategy and brand projects with global brands like Bayer, Artline, Harley-Davidson, Seagate, Syngenta and Nestle amongst many others, he believes brand ideas used in the big leagues are more important for smaller start-ups. He is also actively involved in three start-ups in the consumer space (Lamb, cosmetics and beverage industries) apart from being a mentor for various early stage start-ups.

Creating an effective brand requires an investment into knowledge and analysis before creative magic can form. To do this his agency Brand Cube ( promotes a strategy oriented approach to brands that uses validated data and analysis to increase market value. Vinesh has won multiple national and international awards and talked on the topic of Brand Science at The Festival of Chance, Cicada Innovation’s Med Lab, etc. He has also been featured in brand and design articles and industry roundtables for Marketing magazine, Ad News, Better Boards and Packaging News.

Success to him involves an increase in the market value of a brand that he has worked on.

WHEN: Wednesday 6th February
TIME: 6pm – 8:30pm-ish
WHERE: Bay 10, Middlemiss Street, Lavender Bay NSW 2060

AGENDA of the evening:

• 6:00pm: Please arrive on time to meet other entrepreneurs / startups and check out the co-working space.

• 6:45pm ish: Speaker along with Q&A.

• 8:00pm ish: Chat with the speaker(s) and other entrepreneurs

• 8:30pm ish: We try to kick you out!

This is a free event. Please take time to thank someone from Work inc ( ) who are sponsoring this event.

We want to keep building the community of startups and innovation ecosystem people on the North Shore. Read our Vision Statement! (

If you have a friend who is working on a startup, you may like to send them the link to this event. You never know what spark might be created as a result!


Work inc ( – but we’ll actually be in the Bay 10 Cafe ( – is an awesome heritage space with self-contained work pods, shared offices and an open co-working space for startup and innovation-focused businesses and freelancers in Sydney’s North Shore.

It’s for people who actually want to get work done and are committed to achieving their business goals.

See you there!


February 6
6:00 pm - 8:30 pm


WorkInc (Bay 10)
10 Middlemiss Street
Lavender Bay, au


North Sydney Innovation Network
Do you have a Fintech event coming up? Supply us with the details and we will add it to our calendar.
To enquire about speaking or sponsorship opportunities please contact Vanessa Ronan-Pearce, Director of Events.