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?...

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...

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 creat...

Purpose received one of its most brutal critiques last week when Terry Smith, manager of the £29bn Fundsmith Equity fund, lashed out at Unilever’s “ludicrous” focus on sustainability, in response to t...

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...

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...

"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'...

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 offe...

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 ...

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 differen...