About BRAG. About the work. About the person who built it.

BRAG is the marketing standard for B2B industrial businesses. It exists because capable engineering firms, manufacturers, defence suppliers, and energy operators have been doing exceptional work and saying very little about it. This is the story of how that gap got built, and the work it took to build something that finally fits.

Capability has to be translated, not decorated.

Industrial work is inherently complex. Engineering, logistics, compliance, safety, design, integration, risk. The answer to that complexity is not to dumb it down. It is to translate it. Understand the technical reality deeply enough to explain what problem is being solved, why this approach matters, what the commercial impact is, and why this business is credible to deliver it.

That thread of translation has run through twenty-five years of marketing work. It is the discipline that takes a capable business and makes it understood. Without it, capability sits inside the company and never reaches the buyer in time to count.

BRAG is the frustration that came from watching that translation work go undone. Industrial businesses across Australia, doing world-class work, watching competitors with weaker capability win the contract because they were easier to find and easier to understand. Marketers inside those businesses, inheriting the role with no playbook and no precedent, asked to "just post something" while every other function in the company operated to a documented standard.

The disconnect was structural, not personal. Industrial businesses already run to ISO 9001, AS/NZS 4801, defence specifications, energy regulations. Every other function has a standard. Marketing had not had one. So the work was getting done by instinct, by templates borrowed from consumer brands, or not getting done at all.

BRAG is the standard built to fit the conditions industrial marketers actually operate in. Long sales cycles. Technical buyers. Procurement-led environments. Lean teams. Limited budgets. Boards who treat marketing as discretionary until it is asked to defend itself, at which point the conversation gets short.

The BRAG standard, in brief.

Foundations first, then the marketing engine, supported by a toolkit that translates the thinking into something practical. Six chapters on strategy and positioning. Seven on execution - channels, content, tactics, sales alignment, metrics, and AI.

Plus the FREE BRAG Blueprint - a condensed workbook with practical templates, self-audit checklists, and frameworks you can use immediately.

About Jacqui Daley

Industrial DNA

Jacqui was born in Muswellbrook while her father was working at Liddell Power Station. During her university years she worked on the OneSteel industrial site in Mayfield in the family civil engineering business. Before founding The Measured Marketer, she spent time alongside the engineering faculty at the University of Newcastle, translating the technical into something students, businesses, and the broader community could understand and act on.

An industrial site has always been part of her world. The work that became BRAG did not arrive from outside the sector. It came from inside it.

The Career Arc

Jacqui has spent twenty-five years in marketing, with the past decade-plus focused inside Australian industrial and B2B businesses. The two numbers are not the same number, and BRAG copy keeps them honest.

The first ten years were the apprenticeship. Australian agencies and in-house roles across consumer and corporate sectors, the kind of broad early-career grounding that teaches what marketing has to do for a business to grow.

She then spent eight years in London. Property, higher education, professional services. Bigger budgets, sharper commercial expectations, and the kind of work that strips marketing back to whether it moved the number. The London years are where the commercial discipline that runs through BRAG was built.

The founding of TMM

She returned to Australia and to Newcastle, founded The Measured Marketer in 2016, and went deep on industrial. One of her very first meetings was with Rob Olver, then a business advisor in the Federal Government's Entrepreneurs' Programme, working with industrial businesses to strengthen capability and diversify. That meeting opened the door to local manufacturers and miners, and to a network of business advisors who, over the years, have become friends and trusted colleagues.

From there the client list deepened. Engineering firms. Manufacturers. Defence suppliers. Energy operators. Industry bodies that support those sectors. Health providers and growing SMEs across the region and beyond. The work has produced multi-million dollar tender wins, repositioned businesses inside their categories, and supported defence suppliers to break into new markets.

BRAG is what comes out of that decade-plus. Pattern recognition from real businesses, stress-tested in environments where the cost of getting it wrong is the contract.

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The work alongside

Beyond client work, Jacqui holds and has held positions where the broader industrial sector sets its direction. Former Chair of the Hunter Manufacturing Awards. Former Chief Marketing Officer for the Hunter Defence Taskforce. Active across the Committee for the Hunter and across the industry bodies that shape how the region thinks about manufacturing, defence, and the energy transition.

The Hunter Region is in the middle of a once-in-a-generation industrial shift. Manufacturing rebuilding. Defence growing. Energy transitioning. Sovereign capability being prioritised. Clean energy infrastructure reshaping supply chains. Advanced manufacturing back in the national conversation. BRAG is being built from inside that shift, by someone who sits on the committees and reads the strategy papers, not just observes from the outside.

Built where the work is

BRAG is built from Newcastle, in the Hunter Region of New South Wales. Not from a marketing agency floor in Sydney or Melbourne. That distinction matters.

The Hunter is one of the most concentrated industrial regions in Australia. Manufacturers, defence primes and suppliers, mining technology, port infrastructure, and the largest energy transition workload in the country. The businesses BRAG is written for are within an hour of the desk it was written from.

The standard is industrial because the place is industrial. The credibility was earned on factory floors, in tender rooms, on hot-shed site visits, and across the kinds of conversations that do not happen on LinkedIn.

In Jacqui's words

"Industrial B2B marketing is not consumer marketing with a harder hat on. It is its own discipline. It requires clarity, commercial literacy, and alignment across the business. After a decade-plus inside this work, BRAG is the standard I wish had existed when I started."

JACQUI DALEY, FOUNDER

Press & media

Every part of an industrial business operates to a standard. ISO 9001. AS/NZS 4801. Defence specs. Energy regulations. The work is held to a structure that earns trust, defends decisions, and stands up to audit.

Marketing has not had one. BRAG is built to be it.

The book lays out the standard in two parts and a bonus toolkit, structured the way industry already thinks.

For interview requests, commentary, or editorial use, contact [email protected].

DOWNLOAD THE BRAG MEDIA KIT

Book Jacqui to speak

Jacqui speaks at industry conferences, association events, and in-house leadership sessions across Australia. Topics centre on industrial marketing, the BRAG standard, marketing's role inside lean industrial businesses, and how AI is changing (and not changing) the work.

Recent and upcoming engagements include the Hunter Manufacturing Awards, the Australian Defence sector industry program, and the Committee for the Hunter's leadership series.

BOOK JACQUI TO SPEAK

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