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

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In this episode, Kamal Ibrahim shares his remarkable journey from Ethiopia to Australia and the role soccer played as a universal language for connection and belonging. He reflects on the founding of ONE BALL, the non-profit organisation he created to empower young people through football and essential life skills.

Kamal discusses the importance of branding built on values and trust, not just logos, and how engaging families and communities has been central to ONE BALL’s success. He also introduces Positive Kick, his new initiative focused on youth empowerment, mental resilience, and personal growth through daily affirmations.

This conversation highlights the impact of authentic community initiatives, the power of sport in shaping lives and the importance of staying true to your vision.

Connect with us at brandrpodcast.com or @brandrpodcast

YOUR DOSE OF BRAND TRUTH

• Kamal’s migration story shaped his passion for community and giving back
• Soccer became a powerful tool for inclusion, connection and youth empowerment
• ONE BALL helps young people build confidence through football and life skills
• Branding is about values, authenticity, and trust, not just design
• Positive Kick will focus on mental resilience and affirmations for personal growth
• Community engagement and feedback are essential for long-term impact
• Consistency and belief in one’s vision are critical to success
• The future of branding lies in authentic connections

THE SCRIPT

00:00 – Kamal Ibrahim: A Journey from Ethiopia to Australia

02:48 – The Power of Football in Building Community

05:44 – Creating One Ball: A Brand with Purpose

08:45 – The Significance of the One Ball Brand

11:59 – Evolving the One Ball Logo and Identity

14:49 – Trust and Authenticity in Branding

17:48 – Measuring Success Beyond Financials

20:45 – The Future of One Ball and Positive Kick

23:35 – Advice for Aspiring Entrepreneurs

26:36 – Engaging the Community and Building Trust

34:46 – Advice for launching a creating a brand

39:39 – What's the most valuable lesson Kamal has learnt

HOSTS | Roy Tavenor and Richard Henderson

GUEST | Kamal Ibrahim oneball.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 #OneBall #CommunityBrand #BusinessGrowth #ExecutiveInsights #Leadership #BrandrPodcast #Brandr

See omnystudio.com/listener for privacy information.

Discover how Bunnings and other major retailers are reshaping the future of branding. In this episode with Shane Lipton, we dive deep into the evolution of private labels, exploring how storytelling, authenticity and consumer perception are redefining what makes a brand successful.

From the business side of branding to Australia’s role in the global market, this conversation uncovers what retailers must do to stay ahead. If you’re in retail, marketing, or brand strategy, you’ll walk away with actionable insights to strengthen your brand and connect more meaningfully with customers.

YOUR DOSE OF BRAND TRUTH

• How Bunnings builds consumer trust through authenticity
• Why private labels are becoming trusted brands
• The importance of storytelling in retail branding
• Shifts in consumer perception of private brands
• The role of profitability, innovation and strategy in brand growth
• Why Australia is a global player in retail branding

Connect with us at brandrpodcast.com or @brandrpodcast

THE SCRIPT

00:00 – The Power of Branding in Retail

02:55 – Bunnings: A Case Study in Brand Development

05:52 – Creating Authenticity in Private Labels

08:45 – The Role of Storytelling in Branding

11:57 – Consumer Perception of Private Brands

14:45 – The Business Side of Branding

17:50 – Market Dynamics and Brand Strategy

20:37 – The Evolution of Retail Branding

23:49 – Private Labels Across Different Retailers

26:30 – Australia’s Position in Global Branding

29:38 – Actionable Insights for Retailers

32:34 – The Future of Branding in Retail

HOSTS | Roy Tavenor and Richard Henderson

GUEST | Shane Lipton brandmerchant.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 #PrivateLabel #RetailBrand #BusinessGrowth #ExecutiveInsights #Leadership #Bunnings #BrandrPodcast #Brandr

See omnystudio.com/listener for privacy information.