1. Mission
  2. Equity
  3. Targets
  4. Adversaries
  5. Branding
  6. Organisation
  7. Logistics
  8. Identity
  9. Strategic
  10. Metabolic Pathways

The world is changing fast. Are you?

Brand Metabolism is based on the theory that brand health is similar to human health. Companies and brands are also living breathing entities and perform better when healthier.

We have identified the ten functional cells that deliver sustainable health and profits.

“Companies that fail to adapt are more likely to fail”

John Chambers Chairman CISCO


Brand Metabolism helps create bold and compelling company visions, missions and values. They inspire and drive organisational culture to deliver competitive differentiation, customer experiences and increased shareholder value based on authenticity and trust. Without a bold mission and vision, carefully articulated, the company is unlikely to aspire to greatness.


The Brand Metabolism methodology is structured to deliver sustainable ROI and shareholder value through the effective integration of all the key metabolic functional cells and pathways over a three year period. We invite CEOs and CFOs to be active participants in the process and we share the responsibility of delivering the financial performance expectations.


Most companies say they know who their customers are, but very few have transitioned them to digital. Many still believe one message suits everyone. Not so anymore. Brand Metabolism insists on high levels of personalisation across all target audience segments and locations ensuring potency and consistency of messages are always maintained across all platforms and channels.


Traffic and Brand Metabolism view the competitors of all our clients as viruses to be eliminated if possible. Armed with this mindset we conduct rigorous market analysis and interrogation to unearth, discover and create competitive advantages that have never been done before. Today, it’s not so much the current competitors. It is the new ones about to disrupt that have to be anticipated including climate change, technology, retail supply chain obstacles etc.


Traffic has a fifty year history of branding some of Australia’s iconic companies and brands so we know that brand DNA is the single most important factor in strategy development. The ten functional cells that determine the metabolic health of brands must be seamlessly integrated to deliver mutually agreed outcomes and define what the brand stands for. Must align with visions and mission.


Management and employee mindsets drive sales and profits. A change resistant, poor culture and a structurally unsound organisation can become a nightmare overnight if not managed and monitored daily. Brand Metabolism provides motivational pathways that connects staff, stakeholders, customers and suppliers to form a potent and meaningful company culture and brand differentiator.


Surprisingly, many companies overlook the importance of supply chain/distribution and other logistics when constructing future strategies for growth. Brand Metabolism audits existing logistics and can even forecast future options to ensure sustainable brand health and profits. Our aim is to use logistics to enhance customer experiences - faster, smarter, easier!


At Traffic we rank Identity the most important metabolic cell in the process because of the growing importance of digital and social media as a disrupter and game changer. Digital is fully integrated into the Brand Metabolism strategy development process via Identity. This is the catalyst for generating breakthrough creative and unique DNA that gives brand visibility, credibility and vitality.


Traffic has built a reputation for being a specialist in game changing company and brand transformations. Brand Metabolism was created to help us provide clients with a more courageous mindset to develop strategies that are based on the belief that if you risk nothing you could risk everything. The platforms we create are built collaboratively and traverse all channels internally & externally to ensure cohesion and maximum impact.

Metabolic Pathways

This is what counts! Brand Metabolism creates and delivers the metabolic pathways that energise the brand cells to escalate customer engagement, conversion and loyalty. They provide the framework for a strong results orientation strategy fully documented in the Brand Metabolism Imperatives which is shared and adopted by the entire organisation from a single company silo driven from the top.

Find out how to become the disruptor - not the disrupted

Brand Metabolism creates game changing strategies, metabolic pathways, cultures and business models to transform companies and brands to make them more formidable, more profitable and more sustainable.

To find out how Traffic and Brand Metabolism can help you transform your company and brand strategically, creatively, culturally, digitally, profitably and inspiringly please send us your contact details and we will arrange an obligation free demonstration. We guarantee Brand Metabolism will open your eyes to possibilities that perhaps you have not even considered.

Traffic Melbourne

134 Gwynne Street Richmond
VIC 3121
T 03 8320 5700

Traffic Sydney

Suite 512 / 19A Boundary Street Darlinghurst
NSW 2010
T 02 8916 4500