Matt Thomas launches Stake, new-age Brand and Reputation Consultancy

Reputation and crisis management expert Matt Thomas has launched Stake, a strategic consultancy focused on brand and reputation solutions. With a mission to redefine how organizations build trust and credibility, Stake offers a suite of services, including brand and EVP (Employer Value Proposition) strategy, storytelling, reputation management, stakeholder engagement, and crisis navigation.

Thomas, who has spent 25 years in leading Australian communications agencies such as Havas Red, Think HQ, and Icon Agency, has worked with major brands like Netflix, Nike, Toyota, Amazon, Fujitsu, and The Body Shop, as well as government entities, start-ups, and nonprofits. With Stake, he aims to move beyond traditional branding tactics and help organizations foster reputations that are built on action, consistency, and connection.

“At Stake, we’re done with the empty rhetoric and spin that dominate branding and reputation. We’re here to flip the switch and challenge outdated reputation tactics,” said Thomas.

Stake operates on the belief that a brand is not just a marketing asset but a dynamic reflection of an organization’s actions and relationships. Thomas emphasizes that reputation is earned, not owned, and is shaped through every interaction with stakeholders, including customers, employees, and partners.

“In today’s world, organizations can’t afford to operate in silos. Reputation isn’t built on promises—it’s forged through meaningful engagement and lived experiences,” he added.

With his extensive experience spanning corporate and government communications, Thomas envisions Stake as a strategic partner for brands looking to authentically connect with their audiences and navigate complex reputation challenges.

“What’s at Stake? Everything. Let’s build the extraordinary together,” he said.