BrandHook

What BrandHook does

BrandHook is a privately held, founder-led customer experience consultancy established in 2006 and headquartered in Cremorne, Melbourne, Australia. The firm historically operated as a brand and customer experience consultancy serving Australian and global enterprise clients across retail, telecommunications, financial services, agriculture, and government — including Coles, Nuix, AMP, Country Road, Treasury Wine Estates, Luxottica, Fonterra, and Museums Victoria. Following the closure of its prior SaaS product Hearsay, BrandHook restructured around a three-pillar offering: (1) self-paced online courses hosted on LearnWorlds (the signature course "Get to know your customers in 30 days" priced at $299), (2) AI-powered customer discovery tools available standalone via subscription at app.brandhook.com, and (3) founder-led advisory services where Pip Stocks sits on advisory boards, corporate boards, and presents to executive teams on customer-centricity. The AI tools cover conversation guide design, Wow Moment capture, and theme/hypothesis analysis, and are claimed to be linked to 30+ years of customer practice IP.

The technology stack is built on a self-serve web application (app.brandhook.com) for the AI tools, LearnWorlds as the LMS for course delivery, Typeform for a customer closeness assessment funnel, Calendly for advisory booking, and YouTube plus a blog for top-of-funnel content. The AI layer applies NLP and process automation to qualitative customer conversation data, producing structured themes and hypothesis answers; no proprietary model, data flywheel, or research output is disclosed. BrandHook currently markets primarily to two segments: startups and early-stage founders seeking product-market fit validation (course + AI tools) and enterprise executives seeking customer-centric transformation (advisory and board work).

The business model combines three revenue streams: subscription/recurring revenue from online courses and standalone AI tool subscriptions, and professional services revenue from founder-led advisory. The go-to-market is a hybrid motion — product-led growth via free AI tool trials and self-serve course enrolment globally, paired with direct enterprise advisory sales through founder-led board engagements and Calendly booking. The company has 11-50 employees, is bootstrapped with no disclosed institutional funding, and is currently undergoing a leadership transition: founder Pip Stocks has publicly announced she is passing the BrandHook name on to its next founder, and the brandhook.com domain is listed for sale on Sedo while the advisory practice continues operating.

Name

BrandHook

Legal name

BrandHook

Website

https://brandhook.com

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

11–50 employees

Short description

BrandHook is a Melbourne-based, founder-led customer experience consultancy that offers online courses, AI-powered customer discovery tools, and founder-led advisory services to startups, business builders, and enterprise clients seeking to build customer-centric practices and validate product-market fit.

Ownership category

akta.pro rank

Product category

Customer Experience Consulting

SIC

Services-Advertising (7310)

akta.pro primary industry

Brand Consulting, Audits & Research (Brand Health, Equity, Competitive) (BPAFAEAJ)

akta.pro secondary industry

Brand Guidelines, Governance & Brand Management (BPAFAEAF)

Keywords

• Customer discovery consulting
• Brand experience strategy
• Customer intimacy advisory
• AI customer research
• Market research services

Headquarters

HQ city

Melbourne

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Online Courses: Self-paced online courses teaching customer discovery methodology. Includes free AI tool access with course purchase. The signature course 'Get to know your customers in 30 days and build the product they want' is available at early discounted pricing.
2. AI Tools Subscription: Standalone AI customer discovery tools available as subscription, separate from course purchase. Tools design discussion flows, capture Wow Moments, and create themes from customer conversations.
3. Advisory Services: Expert advisory services provided by founder Pip Stocks, who sits on Advisory Boards, Corporate Boards, and presents to Executive teams about customer-centricity and business growth.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

BrandHook is a customer experience consultancy that helps business builders and enterprises put customers at the centre of their brand through three integrated offerings: a self-paced Customer Discovery online course, subscription-based AI tools that design conversation flows, capture Wow Moments, and theme customer insights, and a founder-led advisory practice (Pip Stocks) that advises startups, sits on advisory and corporate boards, and presents to executive teams on customer-centricity.

Product overview

BrandHook offers a three-pronged product portfolio focused on customer discovery and intimacy: (1) the Customer Discovery Course and its signature 'Get to know your customers in 30 days and build the product they want' course delivered via LearnWorlds LMS; (2) BrandHook AI Tools for designing conversation guides, capturing Wow Moments, and theming findings; and (3) BrandHook Advisory services providing expert consultation and board-level advisory. The AI tools are integrated into the courses (free with enrollment) and available separately via subscription at app.brandhook.com. Together, these offerings provide business builders with tools, knowledge, and expert guidance to place customers at the heart of their brand experience.

Differentiator

Problem solved

Functional benefit

Products and services

• Customer Discovery Course (Get to know your customers in 30 days and build the product they want) A self-paced online training course providing practical guidance on building a customer intimacy / customer discovery practice. The signature course — 'Get to know your customers in 30 days and build the product they want' — includes 6 chapters covering customer centricity, product-market fit, persona development, hypothesis building, conversation crafting and Wow Moment analysis, plus a bonus chapter on measuring product-market fit, free BrandHook AI tools, 4 office hour sessions with Pip Stocks, and community access. Priced at an early-discounted $299 annual subscription. Targeted at early-stage startup founders and business builders.
• BrandHook AI Tools A standalone subscription-based AI tool suite that supports the customer discovery journey by designing discussion flows, capturing Wow Moments during customer conversations, and creating themes and answers to business hypotheses from those conversations. The tools are grounded in over 30 years of customer practice IP. They are available free with the online course purchase or as a separate monthly subscription at app.brandhook.com. Targeted at founders, business builders and product teams conducting customer discovery.
• BrandHook Advisory A bespoke advisory service where founder Pip Stocks advises startups, sits on Advisory Boards and Corporate Boards, and presents to Executive teams about the importance of customer-centricity and business growth. Bookable via Calendly (calendly.com/pip-stocks-brandhook/30min). Targeted at startups, executive teams and boards of established enterprises seeking customer-centricity transformation.

Quantifiable outcome

• Customer-centric organisations outperform peers by 85% in sales growth
• +1 more outcomes

Named customers28 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability4 records

Feature3 records

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Kantar: Kantar is a global brand and marketing research consultancy that runs brand health, equity tracking and customer experience studies for the world's largest advertisers. Directly comparable because BrandHook sells brand strategy and customer discovery research to enterprise brand teams (Coles, Country Road, Luxottica) much like Kantar's brand strategy practice.
• Ipsos: Ipsos is one of the largest market research and customer experience firms globally, offering brand tracking, customer journey research and CX measurement. Comparable to BrandHook as an enterprise buyer of customer discovery and brand insight services across the same retail, financial services and consumer verticals.
• Qualtrics: Qualtrics is the enterprise customer experience and research platform built on top of an academic survey engine, widely adopted by brand and CX teams. Comparable because both BrandHook's AI discovery tools and Qualtrics serve the same enterprise buyer trying to capture and theme customer feedback at scale.
• Medallia: Medallia is an enterprise experience management platform used by large retailers, financial services and hospitality brands to capture and analyze customer signals. Comparable because BrandHook sells enterprise CX transformation engagements (e.g., Nuix, Museums Victoria) into the same buyer that Medallia also serves.

Direct peers

• Dovetail: Dovetail is a customer research platform that helps product and UX teams turn customer interviews into themes, insights and searchable repositories. Directly comparable because BrandHook's AI tools (Wow Moments, Theme Analysis) compete for the same workflow of analyzing customer conversations and producing actionable insights.
• UserTesting: UserTesting operates a human insight platform for rapid customer feedback collection and analysis. Directly comparable because BrandHook's 'customer discovery' methodology and AI conversation tools compete with UserTesting for the same product and research teams building customer-led businesses.
• Hotjar: Hotjar provides lightweight user behavior and feedback tools (heatmaps, surveys, recordings) for product and marketing teams. Comparable to BrandHook's AI customer discovery tools as another SMB-friendly self-serve product for early-stage teams trying to understand their customers.
• Sparks & Honey: Sparks & Honey is a cultural insight and brand strategy consultancy that combines qualitative research with trend analysis for enterprise marketers. Comparable because BrandHook's customer intimacy / brand experience advisory for executives mirrors Sparks & Honey's blend of research and strategic brand work.
• NewtonX: NewtonX runs an expert network and B2B research marketplace used by enterprises for primary market research. Comparable as a research-first platform targeting the same enterprise need for high-quality customer and expert insights that BrandHook's customer discovery practice also serves.
• Zappi: Zappi is a consumer insights platform that automates creative and concept testing for brand marketers using AI. Comparable because BrandHook's AI tools and Zappi both target brand managers who want AI-augmented customer feedback loops rather than traditional consulting.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• YouTubeyoutube.com/@BrandHook_Advisory
• Xx.com/brandhook
• Facebookfacebook.com/BrandHook2020
• LinkedInlinkedin.com/company/brandhook

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about BrandHook