From Concept to Culture: Building Hospitality Brands w/ Example

What does it take to build a hospitality brand that doesn’t just serve food and drinks — but creates culture, community, and lasting connection? In this episode, Paul sits down with Andy El-Bayeh and Rebecca Jarvie-Gibbs, co-founders of We Are Example, a creative agency behind some of the most exciting food, beverage, and hospitality brands in Australia and beyond. With a background spanning Merivale’s expansion from 20 to 75 venues, global PR, and decades of brand-building experience, they share what it really takes to build a hospitality brand that connects with communities and stays relevant. From the importance of personal storytelling to the power of authentic customer connection, they reveal why branding is not an add-on, but the foundation of a successful hospitality business. We covered: How they turned years of partnership at Merivale into one of Australia’s leading creative agencies Why the best hospitality businesses start with a clear story and vision The role of trust, vulnerability, and personal growth in sustaining a business partnership How to measure real marketing impact beyond “likes” and vanity metrics Why listening to customers is the most valuable data The difference between chasing trends and building a brand with long-term cultural value Why investing in brand strategy upfront saves money (and heartache) down the track This episode goes beyond marketing. It’s about creating experiences that inspire loyalty, stand the test of time, and build real value for both communities and operators. If you want your venue to stand out, this one’s for you. 🎧 Listen now on Spotify, Apple Podcasts & YouTube 📱 Follow us on Instagram: @paulayyash @hospodojo @weareexample