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	<title>The Sponge Blog: Evolve - embrace brand evolution.</title>
	<link>http://blog.thesponge.com.au</link>
	<description>Insights and ideas about design and marketing from The Sponge Sydney</description>
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		<title>Get your brand name right, or get lost (in the crowd)!</title>
		<description><![CDATA[Brand names are a verbally communicated thing (word of mouth is still the most important brand builder). So how a brand sounds and the imagery it creates, along with the emotional response it triggers in the listener, becomes arguably more your brand than your logo. People have a tendency to shorten long names which is [...]]]></description>
		<link>http://blog.thesponge.com.au/get-your-brand-name-right-or-get-lost-in-the-crowd/</link>
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		<title>Welcome to 2012</title>
		<description><![CDATA[Happy New Year and on behalf of the Sponge team I wish you a fantastic year of growth and profitability. It has been a long time since I&#8217;ve posted anything so this one will be brief. And I am committing to making time to do so more frequently this year. Hopefully I can persuade some [...]]]></description>
		<link>http://blog.thesponge.com.au/welcome-to-2012/</link>
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		<title>The Sponge, SureSlim and all around update&#8230;</title>
		<description><![CDATA[It has certainly been a while! We have been extremely busy at The Sponge. Busier than we have ever been in fact. With our commitment to SureSlim, our amazing clients (both new and long term) and all the interesting branding projects we get to work on, and our two new joint ventures (more to come [...]]]></description>
		<link>http://blog.thesponge.com.au/the-sponge-sureslim-and-all-around-update/</link>
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		<title>SureSlim Australia &#8211; Under New Ownership – Launches New Website and Online Clinic</title>
		<description><![CDATA[The new SureSlim website has been online for a little over a week and the waiting list for the new online clinic is growing rapidly. SureSlim.com.au will be opening the doors to its pilot online weight loss clinic in early November to help Australians (ONLY) lose weight safely under its medically supervised program. ]]></description>
		<link>http://blog.thesponge.com.au/sureslim-australia-launches-new-website-and-online-clinic/</link>
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		<title>We liked it so much, we bought the company!</title>
		<description><![CDATA[That&#8217;s not entirely true. We now own a piece, not the whole pie. I believe this is a partnership made in heaven. The SureSlim expert team with an amazingly successful weight loss program, and our team of marketing and design professionals taking it to a nationwide market via the internet (and our new ideas). Together [...]]]></description>
		<link>http://blog.thesponge.com.au/we-liked-it-so-much-we-bought-the-company/</link>
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		<title>Why You Should Rethink Your Business Website Today</title>
		<description><![CDATA[The days of the brochure-ware website is dead. Today, for the highest conversion rate, your website needs to have a specific objective (and ideally just the one). In Barry Schwartz’s The Paradox of Choice: Why More is Less he talks about a grocery store that alternated between allowing customers to sample 24 different flavours of [...]]]></description>
		<link>http://blog.thesponge.com.au/why-you-should-rethink-your-business-website-today/</link>
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		<title>Swap Ideas Day 2010!</title>
		<description><![CDATA[We are looking forward to creating and sharing ideas some big ideas this Friday (September 10) for Swap Ideas Day. If you don&#8217;t receive your invitation today please get in touch ASAP. Share It...]]></description>
		<link>http://blog.thesponge.com.au/swap-ideas-day-this-friday/</link>
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		<title>The key to selling anything</title>
		<description><![CDATA[I was listening to part of an interview this morning where Jay Abraham was paraphrased (not so well). Having heard it before, I was reminded how much I like it. In my opinion it is the key to selling anything. I Googled it but failed in finding Jay, however I did find Gary Halbert&#8217;s sales [...]]]></description>
		<link>http://blog.thesponge.com.au/the-key-to-selling-anything/</link>
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		<title>What do Branding and Zee have in common?</title>
		<description><![CDATA[This is a bit of a different post, hopefully it will prove valuable to you. Our current situation may present an awesome opportunity for you OR someone you know, so please take a moment to read this post fully and then get back to me ASAP, or share it to those you care about. We [...]]]></description>
		<link>http://blog.thesponge.com.au/branding-and-zenith/</link>
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		<title>Brand Positioning and why it is crucial for your business</title>
		<description><![CDATA[Brand Positioning is a term coined by Al Reis and Jack Trout some 30 years ago in their book titled  Positioning: The Battle for Your Mind, 20th Anniversary Edition Some things have certainly changed, but the principles still remain true. And while they may be speaking directly to businesses competing in an oligopoly with the [...]]]></description>
		<link>http://blog.thesponge.com.au/brand-positioning-and-why-it-is-crucial-for-your-business/</link>
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