- Last updated : August 6, 2026
The moment that started our story
“How do ideas actually work?”, we wondered.
We’d just come out of another frustrating brainstorming workshop. Despite the facilitator’s enthusiasm and encouragement, all we had to show for all the huffing and puffing was the same old, same old bunch of uninspiring and unimaginative ideas.
The sort of safe, predictable and boring ideas that seemed to come out of every ideas session.
Ideas that we knew deep down would generate zero excitement with customers.
There has to be a better way, we thought. In fact, how do ideas actually work? Where do they come from? And how do you get good at doing them? These questions stuck in our heads. They started our quest into exploring how to do ideas better. To do the extensive research and experiments that have made Three-Brains what it is today.
The bright idea behind Three-Brains
We always knew you needed bright ideas to build brilliant brands. But it wasn’t until we dug into how ideas work that we discovered what makes some ideas bright and others just not right.
The cleverest and most creative ideas :-
- instinctively feel right.
- stir emotions.
- logically make sense.
This instinct, emotion, logic became our Brains3 program.
Brains3
Based on Professor Paul MacLean’s original triune brain theory to explain the brain’s key powers, we’ve used it to gather the best and brightest ideas from neuroscience, psychology and creativity.
Browse our collection of marketing, creative and e-Commerce idea guides and our 250+ blog articles for just a taster of ideas we’ve worked on and shared.
Ideas3
From those brain-powered beginnings, we created our Ideas3 process to show how to make ideas better. We use this to help challenger brands to create, craft and commercialise their ideas. To build brighter ideas that mean business.
Get in touch or brief us to explore how we can help you build a better and bolder creative process and culture.
Actions3
Of course, ideas also need to be brought to life. Our Actions3 inspiration, education and consulting packages work directly with challenger brands to help them solve their gnarliest marketing challenges in more creative ways.
Get in touch or brief us to explore how we can boost your marketing brainpower directly.
Three-Brains - a brain-led marketing consultancy
Our mission is to build better brands with brighter ideas. We support challenger brands with compelling commercially-focused ideas across marketing, creative and e-Commerce, as well as sharing the latest ideas we discover.
Start here to open up your mind and imagine the possibilities. Feel free to explore all the ideas on this site and email us to learn how our ideas mean business.
Priority areas are brand building (focusing on innovation), creative thinking and direct-to-consumer (D2C) as these are where the brightest ideas have the biggest impact.
However, we’ve also applied our marketing brains to broader areas, including :-
- Marketing – Market research, marketing communications and digital marketing.
- Creative – Writing, design and brand storytelling.
- E-Commerce – E-Commerce planning, online retailers and order to delivery.
Contact us to discover how to take your brand from no ideas to woah ideas.
Examples of bright ideas to explore
Our marketing ideas help you better understand customers, build brilliant brands and drive innovation.
Our most popular marketing guides include :-
Our creative ideas will help you think more creatively, write sharper sales copy and tell compelling brand stories.
Our most popular creative guides include :-
Our e-Commerce ideas will help you build better plans, build your own store and work with online retailers.
Our popular e-Commerce skill guides include :-
Bright ideas in our online shop
Another part of our story is that some ideas we love so much, we bring them to life by putting them on a T-shirt. Our online shop serves as an outlet for ideas we create and craft, and allows us to commercialise them. Plus, it also acts as a testing ground and case study for ideas when we consult on e-Commerce.
Check out our Three-Brains online store to find unique and innovative designs that celebrate bright ideas.
Still have questions?
Our Frequently Asked Questions cover more about our story and the thinking behind Three-Brains as well as sharing examples of the sorts of ideas we share across marketing, creative and e-Commerce.
Or if you want more detail on how Three-Brains can specifically help your brand create, craft and commercialise brighter ideas, check out our services page or contact us directly.
Who's behind Three-Brains?
Three-Brains was the idea of Richard Boniface. (LinkedIn profile here)
Rich worked for 25+ years in leading global FMCG businesses in the UK and Australia including Glenmorangie, Allied Domecq, Ryvita, Danone Nutricia and Campbell Arnott’s, before deciding to use his experience to set up Three-Brains as a brain-led marketing consultancy.
His experience as a marketing analyst, marketing modelling manager, marketing knowledge manager, senior brand manager, marketing manager, digital and e-Commerce director and a multi-million dollar D2C founder gives him a unique and creative view of how marketing ideas work.
Favourite ideas he led include setting up the world’s first online whisky tasting with Glenmorangie. He returned Tia Maria to growth after 2 years of decline and was one of the leaders of Aptamil’s charge from #3 to #1 infant formula brand in the UK. This tripled the size of the business in 5 years. Plus, the ANZ infant formula D2C store he set up delivered over $40m in sales in its first 3 years.
Rich’s belief that creativity trumps close-mindedness every time is the vision that inspires what Three-Brains does. Our mission is to build better brands with brighter ideas. Ideas that work. Ideas that mean business.
Three-Brains ideas all grow from our base in Wollstonecraft, Sydney.
ABN 39 638 563 867
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Three-Brains - Ideas that mean business
Our mission is to build better brands with brighter ideas.
Get in touch to discover how we can help you create, craft and commercialise better ideas.