Hunter-based marketing strategist Jacqui Daley has launched BRAG, a new book examining commercial growth strategies for industrial, manufacturing, engineering, and defence sector enterprises. Launched in Newcastle on Tuesday 13 October 2026 before more than 100 regional business leaders, the book draws on over a decade of strategy consulting through her agency, The Measured Marketer, to address common growth barriers experienced by technically proficient industrial firms.
The publication focuses on transforming word-of-mouth industrial businesses into structured, market-facing enterprises capable of tendering for major defense, clean energy, advanced manufacturing, and critical infrastructure projects. A key case study highlighted in the book features Newcastle-based security provider NHN Group, which implemented an account-based marketing strategy alongside its tender team to secure a multi-year, multi-million-dollar critical infrastructure contract.
The Newcastle event also marked the launch of BRAG.CLUB, a national professional network for industrial sector marketers. The inaugural BRAG Founding 20 group includes marketing professionals from major regional industrial enterprises, including Varley, Downer, Daracon Group, Ampcontrol, and WesTrac. Jacqui previously served nine years on the Hunter Manufacturing Awards board, including three years as Chair, and currently serves as Chief Marketing Officer for the Hunter Defence Taskforce.
Founder of The Measured Marketer and author of BRAG, Jacqui Daley stated that commercial diversification requires industrial firms to articulate complex technical capabilities to prospective tier-one clients.
“The Hunter is full of businesses doing sophisticated, commercially important work, but many have built their success on relationships and word of mouth,” Jacqui said.
“That approach has served them well. The challenge comes when they need to diversify, enter a new market or demonstrate their capability to a buyer who has never heard of them. Marketing didn’t win the contract on its own, but it helped position the business to compete for it. That’s the shift I want more industrial leaders to understand. Marketing isn’t simply about promotion. Done properly, it supports growth, diversification and commercial opportunity. Australia is investing in its industrial future, but we also need to invest in the people responsible for taking that capability to market. BRAG was born from that experience, but the opportunity and the challenge are national. We want more Australian industrial businesses to be understood, considered and chosen.”
IMAGE | Industrial marketing strategist Jacqui Daley launches BRAG book and national BRAG.CLUB community
