If you’re searching for “what is strategic branding,” you’re probably at a turning point. Something in your business or your career has shifted, and you’re realising that looking good isn’t enough any...

If you’re a designer who is starting to offer brand strategy, or you’re already trying to sell strategy to very small businesses, this is the moment to rethink not just your offer, but your market.

F...

Brand Purpose Isn't Dead. It's Just a Bit Dirty. Here's How to Fix It.

Brand purpose has become one of the most divisive topics in strategy. Some people swear by it. Others think it's performative...

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...