“The future of higher education will be decided by deliberate action or through inertia, ambiguity and uncertainty”

The powerful partnership between former Deputy Vice Chancellor, now Emeritus Professor, Martin Betts and Karl Treacher CEO of Australia’s leading organisational brand strategy and culture firm, The Brand Institute of Australia, HEDx delivers strategic advisory services for executives of universities and other higher education institutions, with a focus on shaping new business models, steering transformation and improving student, staff and stakeholder experiences.

HEDx is a higher education-specific engagement and advisory firm that supports leaders and organisations in solving critical strategy, reputation and culture challenges. We were founded out of necessity following COVID-19’s introduction to Australia, and we’ve taken great pride in working in partnership with specific leaders and universities and the industry as a whole.

Our success is built on the success of our clients and partners and we have remained vigilant over the past 18 months in both assessing sector needs and developing sector solutions. From our industry wide podcast series and state by state live events through to bespoke council and executive advisory, HEDx has found a home in changing higher education for good.

HEDx applies proven best-practice culture, reputation-shaping and transformation solutions to cement the future positions and turnaround strategies of higher education providers into the next decade and beyond.

Backed by experience with:

Professor Martin Betts has more than 40 years of experience in academic and senior leadership roles in universities in Australia and around the world.

As Deputy Vice Chancellor of Engagement at Queensland’s Griffith University from 2014 to 2020, he developed the first comprehensive engagement plan by an Australian university, leading award-winning engagement with corporate partners in multiple sectors, including the largest public engagement ever by an Australian university at the 2018 Gold Coast Commonwealth Games.

Prior to this role, Professor Betts spent a decade at Queensland University of Technology (QUT) acting as Dean of the University’s largest Faculty across the disciplines of Science, Engineering, IT, Design and the Built Environment. He has also held roles in Universities in Asia and the United Kingdom.

Karl Treacher is recognised as one of Australia’s leading brand, culture and reputation experts. Karl’s work spans 20 years and across four continents, consulting to some of the world’s largest organisations across technology, financial services, healthcare and higher education. As CEO of The Brand Institute, Karl specialises in organisational strategy and alignment and is a trusted advisor for many of Australia’s most iconic organisations.

The transformation and evolution of iconic brands has been central to The Brand Institute’s work over the past two decades. Engagement with brands like the NSW Government, ACCC, Macquarie Bank, Microsoft, MYOB, NAB, Bupa and Griffith University are testament to The Brand Institute’s approach and process.

As a recognised leader in organisational brand, culture and reputation strategy, Karl has presented at TEDx, The Centre for Economic Development in Australia (CEDA) and is regularly asked to provide his insights to media.


HEDx Live Event & Beating the Odds Book Launch


May 26, 2021

Professor Marcia Devlin

Expert in education, equity and leadership, and author of Beating…
July 7, 2021

Professor Margaret Sheil

Vice Chancellor of QUT Professor Margaret Sheil joins the HEDx…
February 17, 2021

Professor Geraldine Mackenzie

Vice Chancellor of University of Southern Queensland Geraldine Mackenzie joins…