More than 100 industry leaders, business owners and marketers gathered in Newcastle on 13 October to celebrate the launch of BRAG, a new book by Jacqui Daley, founder of The Measured Marketer.
Drawing on more than a decade working alongside Australian manufacturers, engineering firms, defence suppliers and energy businesses, BRAG challenges industrial businesses to rethink the role marketing plays in growth.
The inspiration came from something Jacqui repeatedly heard from technically capable businesses:
“We’re the best-kept secret in our industry.”
As Jacqui shared during her launch speech:
“If the market doesn’t know what makes you great, you’re not a secret. You’re invisible. And invisible businesses don’t win contracts, customers, or talent.”
For businesses built on strong reputations, relationships and word of mouth, the challenge often comes when entering new markets, attracting new customers or competing for emerging opportunities.
BRAG makes the case for marketing to play a more strategic role in helping businesses understand their markets, communicate their capabilities and turn technical expertise into commercial opportunity.
How BRAG connects to The Measured Marketer
BRAG has grown directly from the work we do at The Measured Marketer.
As Jacqui explained at the launch, TMM remains the foundation of everything we’re building, continuing to work closely with businesses that need deeper strategic thinking, one-to-one support and fractional CMO capability.
BRAG allows us to share that experience more widely through the book, practical tools, education and a professional community.
The two complement each other, with a shared focus on helping Australian industrial businesses grow.
Introducing BRAG.CLUB
The Newcastle launch also celebrated the BRAG Founding 20, including marketers from Varley, WesTrac, Daracon, Ampcontrol, Hedweld and PBE Rutherford.
These founding members will help shape BRAG.CLUB, a new professional community for people responsible for marketing inside industrial businesses.
Many work alone or in small teams, often without access to experienced marketing colleagues, specialist resources or professional networks that understand their industries.
BRAG.CLUB aims to change that, providing opportunities to connect, learn, access practical tools and build the confidence to contribute more strategically.
As Jacqui told guests at the launch, good marketing isn’t something the marketer can deliver alone. It also needs understanding and support from business leadership.
For The Measured Marketer, BRAG is an opportunity to extend what we’ve learned through years of working alongside industrial businesses, helping more Australian organisations turn exceptional capability into commercial opportunity.
