Your Dubbo.Service.Choice.Smiles.

Workshop 1: Your Edge


Dubbo Regional Theatre Darling St, Dubbo


  • Business branding, what it is and why it’s important
  • Understanding your brand DNA, if your brand was a person, who would they be?
  • Key steps for delivering a successful brand and knowing when it’s time to refresh
  • Who is your brand’s tribe and how to connect with and build that group
  • Tips to linking your brand to your business value proposition
  • The importance of brand consistency throughout your marketing
  • Transforming your brand from the front window to a customer experience


  • Brand repositioning – Finger Licking Good; Nobody Does Chicken Like KFC; Can’t Beat That Taste; So Good.
  • New product concepts and Formats – Popcorn Chicken; Beverages (KFC Krushers); Grilled Chicken
  • Sponsorships Caltex Australia
  • Commodity v’s Convenience – Caltex Star Mart.
  • Product Marketing - cards; fuel; oils
  • Online marketing 
  • New product launches: Landcruiser; Kluger; Prado; Rav4, HiLux
  • Brand enhancement: New ventures including Toyota Motorsport – F1, Australian Rally Championships
  • New brand launches: Sports Performance Brand – TRD Toyota Racing Development (Supercharged HiLux and Aurion).

  • Retail Strategies: Sales driven campaigns and promotions
  • Internal Engagement Plans: Harnessing the power of your own people to deliver sales 
  • NSW Tennis and Tennis Australia – Sydney (MediBank) International Tennis Tournament
  • Complete Tournament Rebrand and the creation of their ‘Brand Story’.
Other experience
  • Waratahs Rugby Union
  • Jones Lang LaSalle Real Estate and Property Development
  • Virgin Holidays
  • Alpha Telecom
  • Mookie Toys
Darren is regionally based in Armidale NSW and is the Chief Marketing Officer at the Community Mutual Group (known locally as Orana Mutual) and is also a part of their Executive Management Team. Darren has enjoyed over 16 years in the marketing and communications

He began his career in advertising sector with John Singleton at Singleton Ogilvy & Mather before moving to the UK where he continued to develop his skills in project management, strategic planning and client service. He has been involved in engineering communications strategy on many famous brands, launching products, and helping reposition brands to enable them adapt to changing market conditions.

Prior to his tree-change to Armidale, Darren filled the position of National Advertising Manager at Toyota for the Commercial Vehicles Division and has held the position of Group Account Director working with KFC Australia. 

Whether it’s at the brand, product or business level, Darren has helped implement meaningful change across a wide range of industry sectors. His creative thinking, business and people management skills are transferable to organisations large and small. He has an infectious
energy and passion for regional prosperity and he can draw on his experience with working with a number of big brands and business leaders to powerful effect.

Initiative Of

Major Partner

Thankyou for sharing your experience!