Rob Ward on strategic brand growth and ambassadors

In Short:
– Rob Ward emphasises strong branding as essential intellectual property for business longevity in a competitive market.
– Quad Lock started niche-focused and expanded wisely, highlighting execution over initial perfection in ambassador partnerships.

Building a globally recognised brand in today’s hyper competitive market requires more than just a good product.

According to Quad Lock co founder Rob Ward, the businesses that survive long term are the ones that create a category defining brand people instinctively trust.

Speaking with The Founders Method hosts Jesse Leeworthy and Jonathan Byrt, Ward shared how Quad Lock evolved from a niche Australian startup into a global business reportedly sold for half a billion dollars, with products now reaching customers in more than 100 countries.

Ward explained that while patents and intellectual property can provide businesses with temporary protection, strong branding has become the ultimate competitive advantage in an era where AI and rapid manufacturing can quickly replicate products.

“Brand is the last real moat,” Ward said, arguing that businesses must focus on building trust and authority within their category rather than relying solely on legal protections.

From the beginning, Quad Lock set out to become the default name in its space. Ward described the ambition as becoming “the Xerox of the category” where competing products are automatically compared against them.

That strategy helped establish Quad Lock as a recognised market leader in mounting systems for phones and devices.

The business originally launched in 2012 with a simple solution for cyclists using iPhones on bike rides.

Adjacent markets

Rather than immediately diversifying, the founders focused intensely on solving one clear customer problem before expanding into adjacent markets including motorcycling and automotive accessories.

Ward said the company’s growth was largely driven by listening closely to customer behaviour and reacting quickly to emerging demand.

For startups, he believes speed matters more than perfection.

Instead of trying to secure every patent globally before launching, Ward encouraged founders to move quickly, establish market presence, and refine products in real time.

Another major growth driver for Quad Lock came through strategic ambassador partnerships.

However, Ward warned many businesses misunderstand how influencer and sponsorship deals actually work.

 

Build credibility

He described what he calls the “10/90 rule” where signing an ambassador only represents 10 percent of the effort.

The remaining 90 percent comes from execution, collaboration, and ensuring the partnership creates genuine commercial value.

Rather than chasing broad mainstream influencers, Quad Lock focused on respected personalities within specific enthusiast communities.

This included figures in adventure motorcycling and elite sport, helping the company build credibility with highly engaged audiences.

That strategy eventually led to partnerships with high profile ambassadors including Oscar Piastri and Chris Froome.

Ward also stressed the importance of building long term relationships instead of transactional “pay for post” arrangements.

The company prioritised ambassadors they could continue working with years into the future, creating stronger alignment between the personalities and the brand itself.

The conversation highlighted how Quad Lock’s success was not built on overnight viral moments, but through consistent brand positioning, calculated expansion, and deep customer understanding.

For founders navigating increasingly crowded industries, Ward’s message was clear: products can be copied, but trust, reputation, and category leadership are far harder to replicate.