About Us.
For over 20 years, I sat in the rooms where brand decisions were made. I saw the same patterns: brands chasing algorithms instead of people, leaders managing by spreadsheets instead of empathy, and strategies built on "how we’ve always done it" rather than how humans actually think.
The industry must change. In an era of AI, automation, and rapid cultural shifts, the old playbook is broken. Customers can smell a lack of authenticity from a mile away, and the best talent no longer wants to work for a company without a soul.
I realised that for a business to thrive in the future of marketing and work, it needs to find its version of Ikigai, that powerful intersection where brand purpose, human psychology, and commercial strategy meet.
I didn't just want to be another marketing consultant. I wanted to be a catalyst for a fundamental shift in how we build, lead, and grow businesses.
That’s why I started Thinking Branded.
My approach isn't just about marketing; it’s about Applied Psychology. I combine two decades of expertise in brand storytelling, leadership principles, and behavioural science to help businesses reconnect with the human element.
Whether I’m helping C-suite executives navigate a complex challenge, training a team to present with impact, or helping a brand find its voice in a crowded landscape, my goal is always the same: To create growth that is both meaningful and sustainable.
I believe that when you understand how humans think and behave, you can build brands that people love and teams that people never want to leave. And let’s face it, Marketing doesn’t mean much when it doesn’t start from within an organisation.
Let’s stop chasing the noise and build something that matters.
- Lani Cush, Founder and Strategic Leader.