Insight

After 16 months of soul-searching, iteration, and honest introspection, we’re proud to relaunch Rooster Punk. 

This time, the positioning and branding challenge we usually tackle for clients came to us. We questioned everything, listened intently and came out stronger. It feels good. So, what’s new? 

We’re still the same curious, passionate, relentless optimists. But now, we’re doubling down on our humanizing mission, whilst also trying to bring joy back to B2B marketing. 

Let’s rewind. Ten years ago, B2B was bland. Rooster Punk launched to shake things up, ditching speeds and feeds for stories and soul. We put people first, used emotion to drive breakthrough, and storytelling to build connection. It wasn’t easy. But belief fuelled us. 

That belief became a movement, Humanizing B2B, captured in a best-selling book, now translated globally and embedded in the mainstream. 

Today, storytelling, emotion, and humanity are central to B2B. Agencies have followed suit, which has created not just competition, but a community of believers.  

We're now backed by thinkers like Byron Sharp, Orlando Wood, Paul Feldwick, Mark Ritson, and Rory Sutherland, plus hard data that proves creativity and brand drive real growth. That’s what truly matters. And it’s what sparked this rebrand. 

One fair critique of Humanizing B2B was its tie to growth. But that’s not just our challenge, it’s marketing’s challenge. With AI reshaping the landscape, marketers are scrambling to prove value. We see it differently. The rules may be shifting, but the fundamentals haven’t. 

Growth still matters. Profit still matters. Creativity still matters. 

The battle for creativity in B2B continues 

For nearly a decade, we’ve led a quiet revolution. We championed story over jargon, people over product, emotion over logic. And real change has happened. 

Storytelling and brand are now boardroom topics. That didn’t happen by chance. Brave brands took a stand and creativity delivered results. 

But we’re not done. In a world drowning in sameness, brands must be bold, distinctive, and human. As AI floods content with polish but no soul, buyers will crave the opposite: real voices, honest stories, imperfect truths. 

Introducing: Brand-Led Growth 

That’s why we’ve evolved. The new Rooster Punk is built for a new era, grounded in Brand-Led Growth, where Brand, Authority, and Demand (or BADx) work together, wrapped around a human experience that drives commercial impact. 

Our sharpened service model reflects this: 

• Business growth:  

Growth stalls without a brand that moves people. We build brand, authority and demand, so prospects lean in and sales teams level up. 

• Cultural growth:  

We turn internal energy into external impact. When your team’s fired up, your brand becomes magnetic. 

• Personal growth:  

From personal brand to mindset coaching, we support you in growing with clarity, confidence—and a little more joy. 

Unlocking the storytellers within 

This isn’t just about telling better brand stories, it’s about unlocking the storytellers inside your business. The sales leader who inspires trust. The founder who sparks belief. The employee who shares the heart of your brand. 

We’re helping clients build not just brand equity, but human authority. Turning subject-matter experts and leaders into trusted voices who can shape conversations and move markets. 

AI + human magic 

We embrace AI as a creative partner. It helps us move faster, think smarter and scale more impactfully, without losing the human magic that makes our work distinct. AI is here to assist, not replace. Heart, empathy and craft still lead the way. 

Why joy? 

At the start of this story, we said we’re bringing joy back to B2B. And let’s be honest, joy’s been missing. Shrinking budgets. Fragile pipelines. Creativity sidelined by dashboards and deadlines. Marketers are worn out. Stuck in survival mode. 

That’s why we believe in The Joy of Growth. 

It’s the belief that growth should feel good. That creativity, optimism, and ambition still belong at the heart of B2B. That business can and should be human. 

To reflect that, we’ve developed a bold new visual identity, designed to capture the energy, optimism and emotional spark that joy brings to people and businesses. 

Joy isn’t fluffy. It’s fuel. Inspired people do better work. Confident teams build better brands. And brands built on belief move markets. 

The Joy of Growth is a reminder of why we do this: To build what matters. To tell stories worth sharing. To inspire trust, loyalty and love. Because when purpose meets creativity and belief meets momentum, growth isn’t just a number. It’s a feeling. 

And that feeling changes everything. 

So yes, the future is uncertain. But it’s full of possibility. Let’s continue to humanize B2B. Let’s make it matter. Let’s bring back the joy. 

Let’s do this.