Modern Identity, Enduring Heart

After four decades as one of Australia’s most recognizable brands, Priceline Pharmacy faced a familiar challenge: how to evolve without erasing what made it iconic. In this episode, Sophie Harris, Senior Manager of Brand at Priceline Pharmacy, joins host William Tyree to unpack how the team brought a beloved heritage brand into the modern era. Sophie shares the thinking behind their new brand promise — “The Heart of Health and Beauty” — and how her team balanced emotion and credibility to craft a tone of voice that resonates across health and beauty audiences. She also explains the unique complexity of rebranding within a franchise model and how Priceline empowered store partners to become champions of the new brand. From strategy to rollout, this episode offers an inside look at evolving a legacy brand with purpose — and what it takes to make a rebrand land across hundreds of locations, teams, and touch points. Learn more about Priceline Pharmacy at https://www.priceline.com.au/. Subscribe to the Brand Intelligence podcast on your favorite platforms: