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Set against high-pressure deadlines and cramped, uncertain conditions, the text explains the urgency that forged a repeatable branding approach grounded in both intuition and science. It then introduces cofounders and key collaborators, linking early career experiences, fast expansion, and operational decisions to the book’s promise: a practical process for creating brands people truly love.",{"@graph":69,"@context":122},[70,84,105],{"@type":71,"itemListElement":72},"BreadcrumbList",[73,77,79,82],{"item":74,"name":75,"@type":76,"position":8},"https://docshare.wps.com","Home","ListItem",{"item":78,"name":9,"@type":76,"position":14},"https://docshare.wps.com/document/",{"item":80,"name":10,"@type":76,"position":81},"https://docshare.wps.com/document/story-novel/",3,{"item":83,"name":65,"@type":76,"position":19},"https://docshare.wps.com/document/from-the-ground-up-jessica-hatzis/129463/",{"url":83,"name":65,"@type":85,"image":86,"author":91,"headline":65,"publisher":94,"fileFormat":97,"inLanguage":63,"description":67,"dateModified":98,"datePublished":99,"encodingFormat":97,"isAccessibleForFree":100,"interactionStatistic":101},"DigitalDocument",{"url":87,"@type":88,"width":89,"height":90},"https://docshare.wps.com/thumbnails/from-the-ground-up-jessica-hatzis/129463.png","ImageObject",300,407,{"name":92,"@type":93},"Ivy","Person",{"url":74,"name":95,"@type":96},"DocShare","Organization","application/pdf","2026-09-18","2026-08-07",true,{"@type":102,"interactionType":103,"userInteractionCount":52},"InteractionCounter",{"@type":104},"ViewAction",{"@type":106,"mainEntity":107},"FAQPage",[108,114,118],{"name":109,"@type":110,"acceptedAnswer":111},"What is the opening scene and what does it set up for the book?","Question",{"text":112,"@type":113},"The prologue places the founders in a cold Melbourne office in June 2012, highlighting financial pressure and looming deadlines that set the context for their later success. It leads into the discussion of how they built major brands.","Answer",{"name":115,"@type":110,"acceptedAnswer":116},"How does the book describe its approach to building brands?",{"text":117,"@type":113},"Building a brand is presented as both an art and a science, using insight-led strategies to unlock growth and cultivate a community of fans. The book promises a repeatable process that readers can follow.",{"name":119,"@type":110,"acceptedAnswer":120},"Who are the key people introduced at the start of Chapter 1?",{"text":121,"@type":113},"Chapter 1 introduces the cofounders associated with Willow & Blake and frank body, including Bree and Jessica as authors, plus other founders and leadership figures who explain roles in operations and growth.","https://schema.org",{"og:url":83,"og:type":124,"og:title":65,"og:site_name":95,"og:description":67},"article",{"robots":126,"canonical":83},"index,follow",{"doc_id":128,"site_id":62},129463,1786106061,{"code":4,"msg":5,"data":131},{"doc_id":128,"user_id":132,"nickname":92,"user_avatar":133,"doc_module":4,"category_id":8,"category_name":10,"doc_title":65,"doc_description":67,"doc_content":134,"file_id":135,"file_url":136,"file_type":137,"file_size":138,"view_count":52,"is_deleted":4,"is_public":8,"is_downloadable":8,"audit_status":8,"page_count":139,"language":140,"language_code":63,"site_id":62,"html_lang":63,"table_of_contents":141,"faqs":142,"seo_title":143,"seo_description":67,"update_tm":129,"read_time":144},1099523885074,"https://ap-avatar.wpscdn.com/davatar_9964176cb1d06d4a9deccf72a44ae3dc","Thank you for downloading this Simon & Schuster ebook.  \nJoin our mailing list to get updates on new releases, deals, recommended reads, and  \nmore from Simon & Schuster.  \nCLICK HERE TO SIGN UP  \nAlready a subscriber? Provide your email again so we can register this ebook and send you more of what you like to read. You will continue to receive exclusive offers in  \nyour inbox.  \n[OceanofPDF.com](OceanofPDF.com)  \n[OceanofPDF.com](OceanofPDF.com)  \nTo the next generation of entrepreneurs. A rising tide lifts all boats.  \n[OceanofPDF.com](OceanofPDF.com)  \nPROLOGUE  \nIt was 9pm on a wintery Melbourne evening in June of2012. We were sitting in our very cold, very dark oГce (a term we used loosely for the building we inhabited) . Sure, it had walls and doors; mostly. One of them opened up to a sheer drop from the second Мoor into a concrete car parkbelow.  \nBut heating?No.  \nA kitchen? Only if you ventured into the apartment nextdoor.  \nWi-Й ? Thank god for tethering.  \nWillow & Blake was only 18 months old at this point, and we were still scraping by from pay cheque to pay cheque and pouring every ounce of ourselves into ourwork.  \nThe deadline was looming on a tone of voice document for a leading Йnancial institution that another advertising agency had outsourced to us at the last minute. The project would usually take a large, experienced team a few weeks to complete, but here we were – three relatively young writers with 48 hours to pull it together; our reputations and bellies on the line. We needed this project to come oА without a hitch. We had been working around the clock for the last month for another client who, despite being on the Australian Financial Review Rich List for the Йfth year running, was dodging all calls and emails related to his unpaidbills.  \nWe were running out of money. Fast.  \nThere it was – 10 feet high and 30 feetwide.  \nOur little coАee scrub had been blown up to gigantic proportions and plastered across the front windows ofMECCA stores all over Australia.  \nTwo writers stood humbled: one on a pedestrian crossing on Little Lonsdale Street as the traГc Мew past dangerously close to her; the other inside the gargantuan walls of Highpoint, the smell of donuts and noodles lingering in theair.  \nBoth of us were pinching ourselves that we had actually pulled thisoА. How, in just four years, did we gethere?  \n[OceanofPDF.com](OceanofPDF.com)  \nChapter 1  \nSOME PEOPLE C * NT SPELL – WE CAN  \nNo one becomes a writer hoping to get rich quick. So how did two twentysomethings armed with nothing but their laptops, a lifetime supply of Red Bull and their words become responsible for building over a billion dollars’ worth ofbrands?  \nIt’s a good question – one that people seem interested in knowing the answer to. So we thought we’d do what we do best and write itdown.  \nYou’ve probably heard of the skincare brand that we launched in 2013 – frankbody.  \nYou may not have heard of our branding agency, Willow & Blake, but we’re sure you’ve heard of some of our clients: DISSH, July, Briogeo, Bondi Sands and KEVIN.MURPHY, to name afew.  \nBuilding a brand is an art – one rooted in intuition and science, where insight-led strategies are the key to unlocking huge growth potential and a community of raving fans. In this book we want to take you through our process – a repeatable process – for building brands that peoplelove.  \nThis isn’t your standard marketing textbook. No one needs another dry read written from the nosebleed heights ofan ivorytower.  \nPour yourself your drink of choice and get comfortable. To understand where we are today, as experts in our Йeld with 40 combined years of brandbuilding experience, we need to take you back to where it allbegan.  \nBefore we go any further, it’s important to introduce you to the other cofounders of Willow & Blake and frank body. This period of our lives was very much like the sitcom Friends. Think Йve twenty-somethings living together, working together, dancing around asofa","cbCailEaBFRVcWer","https://ap.wps.com/l/cbCailEaBFRVcWer","pdf",30003491,255,"English","# Prologue\n# Chapter 1 - Some people can't spell – we can","[{\"question\":\"What is the opening scene and what does it set up for the book?\",\"answer\":\"The prologue places the founders in a cold Melbourne office in June 2012, highlighting financial pressure and looming deadlines that set the context for their later success. It leads into the discussion of how they built major brands.\"},{\"question\":\"How does the book describe its approach to building brands?\",\"answer\":\"Building a brand is presented as both an art and a science, using insight-led strategies to unlock growth and cultivate a community of fans. The book promises a repeatable process that readers can follow.\"},{\"question\":\"Who are the key people introduced at the start of Chapter 1?\",\"answer\":\"Chapter 1 introduces the cofounders associated with Willow \\u0026 Blake and frank body, including Bree and Jessica as authors, plus other founders and leadership figures who explain roles in operations and growth.\"}]","From the Ground Up - Jessica Hatzis | PDF",393]