Chapter Perth serves up ‘Metaphor Muesli’ to offer a fresh take on brand-building education
Perth based Independent consultancy Chapter has launched Metaphor Muesli – Breakfast of Brand Champions, a new training module designed to help marketers, agencies and business leaders get a better handle on evidence-based long-term brand building.
The initiative was born from research highlighted in the IPA’s The Board Brand Rift, which found that a third of CMOs admitted to having a poor understanding of long-term brand building.
Chapter’s Founding Strategy Partner, Hannah Muirhead said: “This is a problem. Especially when you’re a strategic and creative agency with a passion for long-term brand building.”
Chapter decided they needed to serve their offering up in a way people actually enjoy digesting.
The result is Chapter’s Metaphor Muesli – a breakfast-time session that blends storytelling, data and a touch of absurdity. A version of Metaphor Muesli – Breakfast of Brand Champions, was originally launched at State of Social 2025 to good reviews.
Chapter, Founding Creative Partner, Dean Hunt, said: “It easy to get lost in the noise of the debate. We wanted a fun and engaging way for marketers, business owners and agency leaders to discuss what can be a complex and emotive subject. At the start of the day, these things are best discussed over a delicious and nutritious breakfast – and a light breakfast-time story about a sugar addicted rabbit.”
At the heart of the presentation is an allegory of addiction, written and designed by Chapter, entitled The Rise and Fall of a Hungry CMO, featuring Mr. R. Habbit. It serves as both story, and a handy resource for evidence-based brand building.
There are several levels of the presentation from ‘quick brekky’ to ‘morning brunch workshop’ — so it can easily adapted to any organisation’s needs or specific requirements.
If you would like Chapter Brand Leadership to share Metaphor Muesli – Breakfast of Brand Champions with your team, Chapter are all (rabbit) ears.
Credits
Founding Creative Partner: Dean Hunt
Founding Strategy Partner: Hannah Muirhead
Authors & Art Direction: Hannah Muirhead & Dean Hunt
Head of Projects: Chloe Lewis
Book Designer: Marcie Greenall
Illustration: Nate “Bitcoin” Teoh
Mock-ups: Nativ Design
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