Ever had that moment in a pitch where you can see the client glazing over?
You're explaining the value of brand strategy. You know it matters. You've seen the difference it makes. But the words comin...
Measuring the impact of brand strategy is one of the most common things I get asked about. Here's a practical guide to the metrics that matter - what to track with customers, what to track inside the ...
AI can be a brilliant support tool in brand strategy work. It can help you process interviews faster, spot themes and patterns in customer and employee research, summarise long documents, and pull ins...
 When a quarter is wobbly, there’s always one solution everyone feels comfortable suggesting:
“Let’s do a promo. Drop the price. We’ll hit the numbers that way.”
Short term, it looks like it “works”...
Great brand strategy work often lives in notebook scribbles, messy Miro boards, and a hundred half-formed Post-its. Turning that into a clean, compelling case study is an art! The goal is to make the ...
At the Brand Builders Summit two live conversations revealed powerful lessons for all brand strategists. The first was with Marty Neumeier and Andy Starr, then with Debbie Millman and David Aaker.
Here...
When you write a book called Rebrand Right, you can guess which brands you get asked most about. Jaguar for the first half of 2025 and now - Cracker Barrel. So what’s the difference? Why did Jaguar s...
As brand strategists the last thing we want to do is create confusion. We want to create clarity to help a client move forward. So avoid creating a standalone brand vision statement. Instead, embed vi...
When you write a book called Rebrand Right, you can guess the first question every journalist throws at you: “So did Jaguar get their rebrand right?”
So here's my take on the question.Â
It's easy to...
USPs (Unique Selling Propositions) are an outdated concept for modern brand strategy. They originated in the 1940s to emphasize functional product benefits in advertising. While this made sense when b...
