Christine Moody, Chief Brand Officer
BA GradDip(Comn)(Dist) MDes (Research) GradCertAppLaw
FAIM FDIA GAICD IPSANZ AFHEA
I have more than 40 years’ professional experience, have helped a diverse client base of local and international brands, including Gold Coast City Council, Hilton Hotels, Terry White Chemists, International Cricket Council (UAE), Wrigleys (USA), and Become (USA)—to develop, protect, and achieve brand differentiation.5I am able to think strategically and beyond the obvious to deliver outstanding insights to executives at Board, CEO, and Marketing Director level. I draw upon my vast knowledge, insight, experience, and creativity. I then bring company and customer perspectives together through a single stated direction. I then facilitate the discovery of actions and plans to strengthen alignment between corporate plans, brand strategy, and visual communications.
I like to think that I have a professional approach with a keen sense of humor, as I am committed to delivering brand consultancy at the highest strategic level. I also “walk the walk” as an entrepreneur with a diverse range of ‘prototype’ startups that I use to test my theories in the real world. These include: a New York-style bakery, Poppy Cakes; online wrap dress store, The Wrap Dress; and travel illustrations interpreted onto everyday items (ie, serviettes), Travel Stitch.
I back up this up with rigorous academic research and my love of life-long learning. As well as my undergraduate Design degrees (Griffith University), and my post-graduate Business degree (QUT Business School), I have completed my Masters Degree (Research thesis with a Retail Focus) at QUT, and awarded a QUT Stanford University Executive Education Scholarship for exceptional leadership in action. I have also completed post-graduate legal studies at QUT Law School (Trade Mark major) so I can translate trade mark issues for my clients. I am keen to pass on my knowledge to the next generation via my teaching at QUT Business School with subjects including brand management, advertising management, creative advertising, and integrated marketing communications.
In addition, I speak at various conferences, seminars, workshops, and professional organisations’ events—including ASX-listed and private companies—on entrepreneurial leadership, retail branding, and intangible asset protection in global markets. I am also an author with my first book—Designer Law School: Legal lessons for design entrepreneurs—published in 2016. I am also the brand expert on ABC Radio Brisbane’s The Retail Panel (DRIVE with Steve Austin)—a weekly panel that discusses retail trends in Australia and around the world; as well as ABC Radio Canberra’s The Art of the Sell segment (DRIVE with Anna Vidot)—a fortnightly segment that discuss the art and science behind how brands “sell”.
Even during our COVID-19 lockdowns, I kept busy with professional education and development courses from USQ, UQ, TAFE, and many others. “Creativity in Entrepreneurship” unit at USQ resulted in the research, design, and execution of my 12-month creativity calendar.
“Chris was inspiring to work with and drew on her rich experience to help to create our Value Proposition Statement—a really useful process for us at just the right time for our business.”
Ms Ailsa Leacy, Managing Director, InfiniteHQ