From the Ground Up

How to build a cult brand

By: Jessica Hatzis, Bree Johnson

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Paperback | 30 June 2026

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23.4 x 15.3

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THE bible for anyone looking to build a brand from scratch, from the co-founders of global success frank body.

The only thing scarier than a new idea is an old one.

Jessica Hatzis and Bree Johnson, co-founders of cult branding agency Willow & Blake and the $100m global skincare brand frank body, share their expert advice on building a brand from scratch – the ethos, process, opportunities and pitfalls to avoid – from both their own journey and that of other notable Australian entrepreneurs.

With a strong focus on how women and minorities are creating some of the best brand activity out there, including case studies from a portfolio of brands worth over $1billion, From the Ground Up is an honest and proven approach to brand building for entrepreneurs, marketers and dreamers who want to build not just a business but a legacy.

Curious? Time to risk it for the biscuit.

About the Author

Jessica Hatzis, along with Bree Johnson, are the co-founders of cult beauty brand frank body and branding agency Willow & Blake. Copywriters and brand builders by trade, they are passionate about teaching the next generation of entrepreneurs to create their own successful businesses from scratch.

Bree Johnson, along with Jessica Hatzis, are the co-founders of cult beauty brand frank body and branding agency Willow & Blake. Copywriters and brand builders by trade, they are passionate about teaching the next generation of entrepreneurs to create their own successful businesses from scratch.

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