Turning Heritage into a Competitive Edge

In a market crowded with acronyms and parity messaging, GMHBA needed to stand out without straying from its values. In this episode, Helen Stevens, Chief Marketing Officer at GMHBA, joins William Tyree to reveal how the team reimagined a 90-year-old brand to compete with national players — and win. Helen discusses how the campaign “Caring Since 1934” turned a local origin story into a modern brand advantage, using authenticity and craft to cut through a cluttered category. She also shares how creative storytelling and disciplined measurement worked hand-in-hand to deliver major gains in recall, consideration, and customer connection. This conversation explores the intersection of brand strategy, creative execution, and marketing effectiveness — and why genuine purpose still sets brands apart. Learn more about GMHBA at http://gmhba.com.au/.