In this episode of Paradelta Strategy, we tackle a question many business owners are asking in today’s fast-moving, digital-first world: do slogans, taglines and catchphrases still work, or have they become outdated?

Host Ron Fiedler, from the Podcast City Business and Lifestyle Network, is joined by resident fortnightly expert and co-host Dr Tony Aitchison from Paradelta Strategy to unpack the strategic value behind these powerful branding tools.

Together, they explore why some slogans stay with us for decades while others disappear almost overnight.

From iconic Australian examples such as “Not Happy Jan” and “Which Bank?”, to global brand statements like Nike’s “Just Do It” and McDonald’s “I’m Lovin’ It”, Ron and Dr Tony explain what makes a slogan memorable, effective and timeless. They discuss how the best slogans work at a subconscious level, telling a story about the brand without feeling forced or overly sales-driven.

The conversation also dives into whether slogans are still relevant in an era dominated by social media, short attention spans and constant content. Dr Tony explains that slogans absolutely still matter, but how they are delivered has changed.

Audio and visual storytelling now play a far greater role than printed words alone, particularly through video, radio, and digital platforms.

Listeners will gain practical insight into the rules behind creating an effective slogan or tagline.

These include understanding your target audience, keeping the message short and simple, aiming for four to five words, avoiding trends that quickly date, and ensuring cultural relevance when operating across different markets.

Dr Tony also highlights the importance of research, testing ideas through focus groups, and being cautious of slogans that are too similar to competitors.

The episode also explores the risks of poor branding decisions, including confusion in the marketplace, loss of brand equity, and the dangers of copying or imitating existing campaigns.

Ron and Dr Tony discuss trademark considerations, influencer risks, and why authenticity and social proof matter more than ever.

As the final Paradelta Strategy episode for 2025, Ron and Dr Tony take a moment to reflect on the year and thank listeners for their continued support.

They encourage business owners to use the end-of-year period to review what has worked, what has not, and how strategic branding decisions can support growth in 2026 and beyond.

If you are considering developing or refining a slogan, tagline or catchphrase for your business, or if you would like expert guidance on brand positioning and strategy, you can contact Dr Tony Aitchison at Paradelta Strategy by

visiting www.paradeltastrategy.com.au,

emailing hello@paradeltastrategy.com.au, or calling 0408 697 626.

Paradelta Strategy is produced by the Podcast City Business & Lifestyle Network and is designed to help business owners, professionals, entrepreneurs and leaders make smarter decisions for long-term success.

If you enjoyed this episode, please like, subscribe and share it with anyone who could benefit from clearer branding and stronger business strategy. We look forward to welcoming you back in 2026 with more conversations, insights and practical strategies to help your business grow.

How LEGO Rebuilt Its Empire: A Masterclass in Business Repositioning

In this episode of Paradelta Strategy, we explore one of the greatest business turnarounds of the modern era: how LEGO went from the brink of collapse to becoming one of the most recognisable and profitable brands in the world.

Many of us grew up with LEGO. Its bright colours, simple bricks and endless creative possibilities shaped childhoods across generations. Yet few people realise that by 2003, LEGO was facing a financial crisis so severe that bankruptcy seemed almost unavoidable. Sales had plummeted, competition was increasing, the market had shifted, and the brand had lost its direction.

Host Ron Fiedler, from the Podcast City Business and Lifestyle Network, is joined by resident expert and co-host Dr Tony Aitchison from Paradelta Strategy to unpack exactly how LEGO turned everything around – and the powerful lessons business owners can apply to their own companies.

Dr Tony explains how LEGO’s problems stemmed from a changing marketplace, the rise of digital entertainment, cheaper competitors, and a loss of clarity about what their customers actually wanted. Children were becoming less imaginative in their play, manufacturing alternatives were appearing worldwide, and LEGO’s once-dominant position was fading fast.

The turnaround began when LEGO returned to its core strengths. They reduced their bloated product lines, regained financial control, and reconnected with the customers who loved the brand. One of the most significant realisations was that the children who grew up with LEGO were now adults, and adults were willing to invest in premium, nostalgic and highly detailed sets. This led to major partnerships with global franchises like Star Wars, Marvel, Disney and Harry Potter, transforming LEGO into a cultural icon for all ages.

LEGO also rebuilt its brand equity through storytelling, entertainment and emotion. Television series such as Ninjago, blockbuster films such as The LEGO Movie, and the internationally recognised song Everything is Awesome brought the brand back into global consciousness. LEGO was no longer just a toy; it became an experience and a lifestyle.

Ron and Dr Tony explore what small and medium-sized businesses can learn from LEGO’s strategic repositioning. They discuss the importance of understanding your customer, updating your marketing, adapting with changing times, and ensuring that brand identity evolves alongside market demand. Businesses that fail to adapt risk becoming the next Blockbuster or Kodak – but those that listen, innovate and reposition themselves can unlock extraordinary levels of growth.

Whether you are facing declining sales, unsure of your next step or simply wanting to future-proof your company, this episode provides practical insights you can implement right away.

If you would like guidance on repositioning, business strategy or long-term planning, you can contact Dr Tony Aitchison at Paradelta Strategy by visiting www.paradeltastrategy.com.au, emailing hello@paradeltastrategy.com.au, or calling 0408 697 626.

Paradelta Strategy is produced by Podcast City Business & Lifestyle Network, bringing you fortnightly conversations designed to help business owners, leaders and entrepreneurs make smarter decisions for long-term success.

If you enjoyed today's episode, please like, subscribe and share it with someone who loves a great business comeback story or anyone who may be ready for a reset in their business. We’ll be back in a fortnight with more strategies to help your business grow.

In this episode of Paradelta Strategy, we explore one of the most important questions business owners eventually face.

After building a successful business, establishing steady sales, refining your systems and creating a strong team, what should you do next?

It is a common moment of uncertainty. Many people reach a point where everything works well, but the future beyond that point is unclear.

Host Ron Fiedler, from the Podcast City Business and Lifestyle Network, is joined by resident expert and co-host Dr Tony Aitchison from Paradelta Strategy to break down exactly how to plan your next phase of growth using the Horizon Model.

Together they discuss how businesses can move beyond day-to-day operations and begin looking ahead with purpose, clarity and confidence.

Dr Tony explains why long-term planning is essential, not optional. Too many business owners fall into the trap of thinking only in the short term.

While everything may feel comfortable now, industries evolve, competitors emerge and technology continues to shift.

Without a clear plan, even the strongest businesses can lose momentum. As Dr Tony points out, the danger signs often appear only after it is too late.

Throughout the conversation, Ron and Dr Tony highlight well-known examples of companies that failed to innovate or adapt, such as Blockbuster and Kodak.

They also discuss the Horizon Model in simple, practical terms.

Horizon One focuses on what can be improved immediately to strengthen the core business.

Horizon Two explores emerging opportunities that can spark the next wave of growth.

Horizon Three looks further ahead and considers the future possibilities that could reshape the business entirely.

Dr Tony offers real-world examples of how this framework applies in practice. From new revenue streams and acquisitions to innovation and overseas expansion, the Horizon Model helps owners recognise what is possible and understand how to prepare for it financially, operationally and strategically.

He also emphasises that businesses should not wait until things go wrong before planning. The best time to think about your future direction is when everything is going well.

Listeners will learn how to assess their growth potential, evaluate new opportunities, protect their business from decline and create a long-term vision that is both achievable and financially sustainable.

Dr Tony also explains how he works with companies directly, offering an external perspective and clear analysis to help business owners understand their challenges, opportunities and blind spots.

The key takeaway from this episode is simple. A successful business today does not guarantee success tomorrow.

Planning early, understanding your horizons and preparing for what comes next can be the difference between long-term growth and gradual decline. By applying the Horizon Model, businesses can stay competitive, adaptable and ready for whatever the future brings.

For more guidance or to speak with Dr Tony about your own business horizons, visit www.paradeltastrategy.com.au, email hello@paradeltastrategy.com.au or call 0408 697 626.