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BRANDR | Your Dose of Brand Truth

BRANDR | Your Dose of Brand Truth

By: SESSION in PROGRESS
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This isn’t a brand or marketing lecture. It’s BRANDR, a podcast made for the people who sign off on strategy, not just talk about it. Hosted by Roy Tavenor and Richard Henderson, two straight talking industry pros who have seen it all! If you care about the value of brand, this is where you hear how it’s really done.

 Art Economics Personal Development Personal Success
Episodes
  • The Legacy, Reinvention and IP of Guy Grossi

    The Legacy, Reinvention and IP of Guy Grossi
    Nov 19 2025
    In this episode of BRANDR, Roy and Richard sit down with one of Melbourne’s most iconic hospitality figures, chef and restaurateur Guy Grossi. Across more than 40 years in the industry, Guy has shaped the cultural identity of Italian dining in Melbourne, stewarded the legendary Florentino and built a brand recognised globally. This conversation explores the art of brand custodianship, how to modernise a legacy without losing its soul and the business of hospitality at scale. Discover Guy’s next chapter as he shifts from restaurant operator to IP driven consultant. If you are building a brand, buying a business, or want to understand how world class hospitality experiences are engineered, this episode is required listening. YOUR DOSE OF BRAND TRUTH The evolution of Florentino from 1928 to todayHow to modernise a historic brand without alienating its loyal baseThe Grossi family philosophy and the depth of Italian cultural storytellingBuilding a dining experience that becomes synonymous with a cityCustomer experience systems and serving at a consistently high levelThe entrepreneurial role of restaurateurs in shaping Melbourne’s identityThe shift from operator to IP and consultancyFamily legacy, succession and redefining success after 40 years in kitchens THE SCRIPT Welcome to BRANDR – 0:00 to 1:00The Founder’s Story – 1:00 to 5:00The First Big Pivot – 5:00 to 8:00Building a Brand That Matters – 8:00 to 12:00The Challenge – 12:00 to 16:00How We Solved It – 16:00 to 20:00Lessons Learned – 20:00 to 24:00The Vision Ahead – 24:00 to 28:00Final Thoughts – 28:00 to 30:00 Key Takeaways1. Great brands are custodianship, not ownership Guy explains how he approached Florentino with respect for its history, its regulars and the legacy of the Massoni family, bringing customers along for the journey rather than shocking them with change. 2. Brand depth is more powerful than brand width The Grossi brand thrives because it is narrow, clear and uncompromisingly Italian. Every detail runs through a cultural filter that ensures consistency across venues. 3. Hospitality is storytelling From the murals in the Mural Room to the greeting at the door, Guy describes how every touch point is a storytelling device that forms part of the Italian Melbourne identity. 4. Systems underpin good service There is nothing accidental about great restaurants. Guy outlines how good systems create the illusion of effortless hospitality. 5. Melbourne shapes the brand and the brand shapes Melbourne Guy and his peers have played a major role in positioning Melbourne as one of the world’s great dining cities, through entrepreneurial risk and cultural contribution. 6. Reinvention can mean stepping behind the scenes With Florentino now passed on, Guy explains his next evolution of focusing on IP, consultation, training and brand building for others. Guest Bio | Guy Grossi Guy Grossi is one of Australia’s most respected chefs and restaurateurs. Known for Grossi Florentino, Ombra and other landmark venues, Guy’s work blends Italian heritage with the spirit of Melbourne. He is an author, television personality and cultural ambassador whose global influence spans food, design, heritage and hospitality leadership. Quotes from the Episode "The art form in a brand is to tell a story in an instant.""You are only as good as your last service.""We are not selling food and beverages. We are selling an Italian cultural experience.""You must bring people along when you modernise a legacy.""Our story is not just an Italian story. It is very much an Italian Melbourne story." HOSTS | Roy Tavenor and Richard Henderson GUEST | Guy Grossi https://www.grossi.com.au/ SPONSORS | Red Design Group redgp.com and R-Co r-co.com.au PRODUCED BY | Session in Progress sessioninprogress.com.au #Brand #BrandStrategy #BrandStorytelling #Grossi #Hospitality #Leadership #thisIsBRANDR #BRANDRPodcast #BRANDRSee omnystudio.com/listener for privacy information.
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    49 mins
  • The America’s Cup Win That Was Once Imagined | John Bertrand AO

    The America’s Cup Win That Was Once Imagined | John Bertrand AO
    Oct 30 2025

    In this special episode of BRANDR, we explore the story of one of the most defining moments in Australia’s national identity, the 1983 America’s Cup victory with John Bertrand AO, skipper of Australia II and national icon.

    Bertrand reflects on what that historic win meant for a country in recession, how the Boxing Kangaroo became a symbol of defiance, and why trust, honesty and curiosity remain the foundation of all high performing teams. He also discusses his later involvement with the Sydney 2000 Olympics, and what these milestone events say about Brand Australia, from its can-do attitude to its warmth and authenticity on the global stage.

    Alongside reflections on design, innovation and leadership, Bertrand shares stories of legendary figures like Ben Lexcen and Bob Hawke, revealing how creativity, imagination and national pride fused into a defining cultural moment that continues to shape Australia’s identity today.

    Key Themes

    • Brand Australia What defines it and how it has evolved through sport, design and national moments.
    • The America’s Cup Legacy How Australia II’s triumph broke a 132 year American winning streak and lifted national morale.
    • Culture and Trust Why integrity, respect and fun are the cornerstones of great teams.
    • Innovation and Vision Lessons from Ben Lexcen’s radical design thinking and over-the-horizon vision.
    • Leadership Lessons Bertrand’s insights into curiosity and building cohesive teams.
    • Olympics 2000 How Australia reshaped the Olympic brand with warmth, volunteer spirit and authenticity.
    • The Boxing Kangaroo How a battle flag became a national symbol of pride and determination.

    Quotable Moments

    • “It’s not rocket science, it comes from honesty, no bullsh**.”
    • “Without trust, you have nothing.”
    • “What now exists was once imagined, that’s the power of intuition.”
    • “Fail fast. Learn. Succeed.”
    • “Brand Australia is about the can-do attitude, getting sh*t done.”

    HOSTS | Roy Tavenor and Richard Henderson

    GUEST | John Bertrand AO

    SPONSORS | Red Design Group redgp.com and R-Co r-co.com.au

    PRODUCED BY | Session in Progress sessioninprogress.com.au

    #Brand #BrandStrategy #BrandStorytelling #OlympicGames #Brisbane2032 #Olympics #AustralianBrand #Leadership #thisIsBRANDR #BrandrPodcast #Brandr

    See omnystudio.com/listener for privacy information.
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    43 mins
  • Vinnies. Good works with a Great Brand.

    Vinnies. Good works with a Great Brand.
    Oct 8 2025

    In this episode of BRANDR, we explore the inspiring evolution of Vinnies with Liz Randle Head of Merchandise & Retail Innovation at St Vincent de Paul Society, a charity retail organisation that has transformed from humble beginnings into a vibrant retail brand deeply embedded in the community. The conversation dives into how Vinnies balances social purpose with commercial success, creating a unique shopping experience that attracts a diverse customer base.

    From the importance of authentic storytelling and creative branding to strategies for engaging younger generations, the discussion uncovers how Vinnies continues to stay relevant and innovative in a changing retail landscape. Listeners will gain brand insights into the power of community, the shift in luxury perception, and the value of innovation in the non profit sector.

    Connect with us at brandrpodcast.com or @brandrpodcast

    YOUR DOSE OF BRAND TRUTH

    • Vinnies fosters a strong sense of community, family and belonging
    • The brand has evolved from centres of charity to a thriving retail operation
    • Sourcing products primarily from donations keeps the range eclectic and distinctive
    • A unique in store experience attracts shoppers from all walks of life
    • The definition of luxury is shifting, today, uniqueness and story matter more than brand names
    • Social media and modern marketing are key to engaging younger audiences
    • Innovation and creativity are encouraged across all levels, driving a culture of experimentation
    • Strategic brand evolution has led to sustained commercial success
    • Private label products enhance the donated range, improving customer satisfaction
    • Vinnies continues to support communities through economic hardship, staying true to its mission

    THE SCRIPT

    00:00 – Introduction to Vinnies and Its Community Impact
    03:50 – The Evolution of Vinnies Brand
    07:59 – Sourcing and Retail Strategy at Vinnies
    11:54 – Creating a Unique Shopping Experience
    15:58 – Stories from the Community. The Heart of Vinnies
    19:47 – The Changing Perception of Luxury
    23:53 – Engaging Younger Generations
    27:38 – Innovation and Creativity in a Non Profit
    31:43 – Commercial Success and Brand Relevance
    35:52 – Private Label Strategy at Vinnies
    39:49 – Navigating Economic Challenges
    43:57 – Final Thoughts and Call to Action

    HOSTS | Roy Tavenor and Richard Henderson

    GUEST | Liz Randle, The St Vincent de Paul Society vinnies.org.au/

    SPONSORS | Red Design Group redgp.com and R-Co r-co.com.au

    PRODUCED BY | Session in Progress sessioninprogress.com.au

    #Brand #BrandStrategy #BrandStorytelling #Vinnies #NonProfitBrand #PeopleOverProfit #ExecutiveInsights #Leadership #BrandrPodcast #Brandr

    See omnystudio.com/listener for privacy information.
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    46 mins
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