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Fremantle Fashion House Put Families First with New Branding Model


Fremantle-based fashion label Morrison is reinventing business by putting families first, thanks to the advice and support of local business woman Cath Sutherland.

Cath Sutherland, Founder of, branding expert and author of Creating Brand Energy – How to Transform Your Business Energy Into Market Power, worked with Morrison taking them through her unique Brand Creation Model.

“Morrison is the future of business,” Mrs Sutherland said.

“It is their family-based approach and their greater intent, to strengthen the fabric of families, that makes them different to other brands and makes them stand out as an employer,” she said.

“They are grounded in who they are, connected to their customers and committed to their values.”

Mrs Sutherland explained that Morrison, who are also a case study in her book, have embraced her Brand Creation Model which focuses on:

  • Having a greater reason for doing business; rather than just focusing on profits - when you do this the profits come
  • Creating value; for your team, your customers, your suppliers and your community
  • Understanding that who you are as a team and how you do business is what makes you unique; It’s your greatest competitive advantage

Richard Poulson, co-founder of Morrison, said that the label put a lot of focus on team members, making sure they feel involved and a part of the Morrison family and that Mrs Sutherland’s model was paramount in enabling them to make this focus a reality.

“Thanks to the work we have done with Mrs Sutherland our team knows and demonstrates our values through each and every interaction and this not only strengthens our brand but it strengthens the fabric of families as well,” Mr Poulson said.

 “We’re excited to be able to pay her back in a small way by hosting the launch of her new book Creating Brand Energy – How to Transform Your Business Energy Into Market Power, at our Fremantle store on Tuesday 8 May.”

Creating Brand Energy is a genuine “how to” book, it encourages businesses to deepen their understanding of their business identity, attract “like energy”, and grow market share through connection.

Creating Brand Energy is available from select bookstores and online at


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