First Thursdays

About

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Your brand is not your logo. It’s the reason people choose you.
This September we are hearing from Lucy Hay, Director & Chief Marketing Officer of CLUTCH Glue

Lucy is a brand-obsessed, ex-advertising creative who took everything she learned inside award-winning agencies like Leo Burnett, DDB and Ogilvy and used it to help build a world-class consumer brand.

CLUTCH Glue is the patented liquid fashion tape alternative helping people keep their clothes exactly where they want them. What started as a simple “why doesn’t this exist?” moment has grown into a fast-moving Australian brand stocked across thousands of retail doors worldwide, backed by Blackbird, and powered by a seriously loyal community.

In this conversation we will dive into how you build a brand people notice, trust and talk about – without a big team, big budget or big agency behind you.

In a startup world full of templates, trend-chasing and AI-generated copy that sounds like everyone else, Lucy brings a sharp reminder: marketing only works when you have a point of view.

In this conversation, we will unpack:

🔹 Why marketing is pointless without a clear point of view

🔹 How founders can use AI without killing their brand voice

🔹 What it takes to look like a big brand on a tiny budget