Do you find that jargon is one of the most confusing things about brand strategy?  

Should you create a positioning or purpose? Mission or vision? Values or beliefs? A brand personality or archetype? 

Wouldn’t it be great if there was just one brand strategy template that works for all brands?

We...

Developing a brand strategy is one of the most important things for any organisation to get right. Brand strategy has been proven to increase market share, help companies grow faster than others, help to retain employees and attract new talent and focus and improve innovation.

The world's best bran...

These are my cats, Coco and Cotton. 

Just two of a multitude of distractions that can mean brand strategy projects for my clients may not get done as efficiently as I’d like.

As much as I LOVE creating brand strategies, they can be a bit of a slog.  And a recent survey of the people on my newslett...

Writing a purpose. Have you tried it yet? 

Defining a purpose really means identifying WHY a business exists. It’s one of the four questions you have to answer for a client when defining their brand strategy.

But do a quick Google of the topic, and you’ll see lots of scathing comments about purpo...

One of my brand strategy clients, The Berkeley, won The Cateys this month - what they call "The Hotel Oscars".   

The Berkeley hotel stands out in the crowded field of luxury hotels in London because they really know what they stand for. Part of the work we did together was to codify WHO they are a...

"We want our brand to be like Warby Parker!"

Heard this one recently???

It used to be, “We want our brand to be like Apple!” (then Patagonia, Tesla and Toms…), now Warby Parker are in the mix. 

It's easy to scoff at this - particularly if you're working with a long standing, firmly for-profit bus...

After 20 years working as a brand strategist, I’ve seen and heard a lot of confusion about brand strategy.  

While it’s the most desired skill CMOs are looking for this year, not many people are offering it, because it appears to be so complicated. 

But brand strategy is a really powerful business...

Brand strategy has been of great value to me – it’s been a lucrative career path for 20 years.  But - full disclosure - I suffered from 'Brand Strategy Imposter Syndrome' for a number of years.  Even when I was a senior brand strategist at one of the world's most famous branding agencies, I was alwa...

Jargon and definitions can make marketing and branding feel impossible to learn.  I'm on a mission to make things clearer!  In this blog I clear up:

What is a marketing strategy?

What’s the difference between marketing strategy and brand strategy?

What’s the difference between brand strategy and ...

I was recently on a post where we all gave our recommendations on the best branding books to read. One book popped up a lot: 'Building A Story Brand', by Donald Miller.

It promises to help you ‘clarify your message so customers will listen.’

Since bringing clarity to brand strategy is a personal m...