The Big Issue – Beyond a Brand

15 October 2015

Having seen people selling the Big Issue in Rundle Mall and throughout the city many times, one day I finally stopped and bought a copy.

It had David Bowie on the cover and was sold by a lovely man at the train station who sings songs to passers by.

I had previously noted that there are more often than not big celebrities on the cover much like any magazine, so celebrity brand cred, tick! Other than that, when purchasing I knew I was contributing to helping those less financially able, often displaced and homeless but that was about it.

The Big Issue has long tapped into the ‘conscious consumer movement’ where we get our purchase high, a product in our hand and the added bonus of knowing that through our actions we are helping those in need.

Purchase made I opened my first issue and was pleasantly surprised by the quality of the content, thoughtful and well-written articles, celebrity interviews and book and movie reviews. Tick!

What impressed me the most is that every issue shines a spotlight on one of their sellers, telling their story and why they sell the Big Issue. Humanising those displaced changes our brand perception and makes us view the homeless in a new light.

PLUS this brand continues to drive print – often heralded as a dying market.

So, the Big Issue promotes its own brand as a consumer entity, enhances my brand as a conscious consumer as I read it on the bus or train, changes the brand perception of the homeless and continues to support print in a growing digital marketplace (while maintaining a strong social media presence).

That’s why I’m loving the Big Issue; because it showcases the power of people, an idea and a well executed brand.

What This Looks Like in Practice

For example, when working with Great Southern RV, the focus wasn’t simply creating more ads. The strategy centred on positioning their caravans and motorhomes around a clear lifestyle promise – the freedom to travel and explore Australia on your terms. That clarity shaped campaigns, show promotions and social content that resonated strongly with buyers already dreaming about the road.

With St Patrick’s Technical College, the challenge wasn’t marketing activity – it was perception. By repositioning the brand to highlight the strength of vocational pathways and industry partnerships, the messaging shifted from “alternative education” to a powerful career pathway, changing how the college is seen by parents and students.

And for Succoris Psychology, the work went beyond promotion. It involved clarifying how the brand speaks to both clients and clinicians across multiple clinics, creating a structure that supports long-term growth rather than just short-term marketing activity.

In each case, the goal wasn’t simply “more marketing”. It was better-aligned marketing built on clear strategy.

The Pitstop Approach

At Pitstop Marketing, we believe marketing should be a growth engine for the business, not just a collection of activities.

That’s why we focus first on understanding the commercial goals, the audience and the positioning — and then build marketing that supports those foundations.

If you want your marketing to stop feeling like guesswork, get in touch. We want to work with businesses who want to grow.