Brand Science, the Mind Methods way.
About This Newsletter
Practical marketing intelligence for ambitious brands - without the jargon.
Welcome to the Mind Methods Substack, curated and authored by Simon Tokic, Co-Founder and Managing Director of Mind Methods: the Sydney-based full-service marketing agency trusted by brands across industries to drive clarity, capability and commercial results.
This newsletter is where real-world marketing meets strategic thinking. It’s built for business owners, marketing leaders and founders who want deeper insights, sharper strategy, and clearer direction - without being overwhelmed by complexity or noise.
Here, you’ll find the thinking behind our work: the strategy, the data, the creativity and the practical decision-making frameworks that help businesses grow.
Why This Newsletter Exists
Marketing has never been more complex - or more essential. Between AI, shifting consumer behaviour, rapid digital transformation and tighter budgets, leaders are expected to make smarter decisions, faster, with fewer resources.
This newsletter exists to cut through that.
You’ll get pragmatic, insight-led content that helps you understand what matters, ignore what doesn’t, and act with confidence.
Expect thinking that blends:
Marketing strategy and sales alignment
Brand development and creative principles
Digital performance, analytics and AI-powered insights
Practical frameworks that can be applied immediately
It reflects the same principles that guide Mind Methods every day: premium quality, honesty, strategic clarity, measurable results and a deep respect for the challenges businesses face.
What You’ll Learn
Each edition explores the forces shaping modern marketing and brand performance through four core lenses:
Strategic Insights
Marketing strategy, customer segmentation, competitive advantage, positioning and decision-making frameworks.
Brand & Creative Thinking
How brands are built, how creative systems evolve, and how to achieve consistent, meaningful engagement.
Digital, SEO, AI & Performance
The latest in search, analytics, customer behaviour, digital advertising and how AI is reshaping the marketing landscape.
Marketing Leadership & Operations
Practical advice on planning, budgeting, internal capability, agency partnerships and driving marketing value inside an organisation.
Who This Newsletter Is For?
Small Business Owners
Who want more clarity around marketing and brand-building - and need advice that’s actually useful, not theoretical.
Marketing Managers
Who want to stay ahead of trends, sharpen strategy, and bring enduring value to their organisation.
Startup Founders
Who want to build strong brand foundations and avoid the early mistakes that slow growth.
Leaders Seeking Strategic Clarity
Who want to align marketing with business goals, make smarter decisions, and achieve better results.
The Promise of This Newsletter
No fluff.
No warmed-over marketing clichés.
Just clear-thinking, practical guidance and original insights to help you:
Strengthen your brand
Make better strategic decisions
Achieve more with your marketing
Navigate the fast-changing world of digital and AI
Build long-term, sustainable growth
This is marketing at its most useful - grounded in real experience, driven by real results.
If you want to think smarter, create with intention, and market with purpose, you’re in the right place.
About Simon Tokic
Simon is a senior marketing strategist with deep experience across FMCG, entertainment, retail, professional services, and fast-growing SMEs. His work spans marketing strategy, branding, digital performance, sales alignment, and customer experience. He also leads the integration of AI and data-driven decision-making into modern marketing.
He co-founded Mind Methods to create the agency he always wanted to work with - one defined by honesty, expertise, premium delivery, and genuine partnership. 
His approach blends rigour and creativity, numbers and narratives, strategy and execution - making complex ideas accessible and actionable for leaders at every level.
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