The Idea

It’s not what you say that matters, it’s what you do.

We have a simple belief that what your business does is far more important than what it says it does.

Callan and Co is a specialist strategy, innovation and go-to-market firm. Our mission is to help businesses create unbeatable competitive advantage through smart applied creativity.

We’ve been fortunate to work with some inspired and innovative companies over the years who’ve allowed us to develop new ways of thinking about business. To experiment and validate different ways to deliver experiences, engage audiences and drive value. As a result, we’ve been able to eschew the idea that the best way to sell a product is to tell your customers what to think about it.

Instead, we firmly believe that a brand should speak for itself through it’s interactions with customers. Interactions driven by an authentic brand vision and user-centric thinking.

In essence, this means thinking holistically, rather than just a bunch of isolated campaigns. Of creating a world for your brand where you focus on many things that don’t necessarily seem to be about marketing or advertising, but in fact are essential to both. From the products you make to the customer service you deliver, everything influences the perception people have of your brand.

Ultimately, developing meaningful brands that produce exponential business results requires a different way of thinking. It’s an approach we call “do!”.


The Power of Do

The power of do can be summed up in three simple words: don’t say, do. It’s an idea that seems obvious once you realise how relevant it is to your business. An idea that is perfectly in tune with the demands of a rapidly changing world.



Harvard Business Review

“So instead of discussing “brand versus not brand” marketers and executives should ask themselves: How can we strengthen our brand when the traditional tools such as advertising, corporate identity programs, and PR are becoming impotent?

Part of the answer is in making the brand more—not less—central. In a hyper-transparent digital world, consumers instantly know the difference between what a company says and what it does. Organizations can no longer draw clear lines between marketing and product development, between communications and services.

Brand builders must embed themselves across the customer value chain. Products and services must be able to tell a story and communicate value without an extra advertising layer on top. As information is more and more available and the importance of brands increases, the ability to tell a meaningful story through actions and products, not words, is the only way to win.”

Jens Martin Skibsted and Rasmus Bech Hansen
Harvard Business Review




About Us

Callan&Co Strategy. Innovation. Action.

Selected current projects.

You are what you do, not what you say you’ll do – C.G. Jung

General Enquiries

Telephone +61 3 9589 7722

Business Enquiries

Contact Daniel Callan on +61 412 510 759 or email

Postal Address

Callan & Co
GPO Box 2087, Melbourne, Victoria 3001 Australia


Contact Us

To get in touch with us via email, send us a quick message using the form below.


You Made It

Still bored? Check these.

Cover video: Jordan Wolfson – Female Figure, 2014
David Zwirner Gallery, New York