Who we are

We have developed the most effective model for defining organisational identity in the digital era.

Ideology is an organisational identity business, and we work with ambitious leaders to provide the clarity they need to evolve their organisations and keep pace with today’s rapidly changing customer expectations.

The catalyst for Ideology was the recognition that ‘Mission, Vision, Values’ was failing to provide the clarity, meaning and direction today’s organisations need to evolve and successfully position themselves for future success.

We uncover what makes your organistion the exception – your unique ideology.

Today, some of Australia’s largest companies are using our Ideology model to align their business strategy, brand and culture to create true believers of their people, customers and investors. 

Our leadership team

Jaimie Ratten
Founder & Managing Director

+61 407 755 188

Jaimie Ratten

Founder & Managing Director

A firm believer that business is built on ideas, Jaimie has over 30 years’ experience extracting the insights required to create and build remarkable brands. Jaimie’s curiosity with how businesses work and what makes each unique has been the key to his success. Having worked with a wide range of clients, from technology start-ups to top 10 ASX-listed public companies, he is a creative and strategic thinker with a passion for helping businesses remove the obstacles that prevent them from taking giant leaps.

A change-maker, a storyteller and a creative problem-solver, Jaimie’s work is underpinned by the knowledge that people and businesses can’t move forward unless they think and do things differently. Not content with the aesthetic, Jaimie is a strong advocate for ideas and strategies that transform companies and brands.

Colin Mackay-Coghill
Founder

+61 409 107 027

Colin Mackay-Coghill

Founder

Colin has spent over 25 years helping a significant number of Australia’s leading corporate, government and not-for-profit organisations unlock the competitive advantage in their brands. He’s a creative thinker who fervently believes that an organisation’s greatest asset is its people and that successful brands are built from the inside out, aligned around a single-minded, compelling, differentiated, unique ideology.

His alter-ego is a rugby tragic who still can’t accept the fact he’s retired and now relies heavily on golf to take his mind off it.

Some of our clients