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...

Wherever you stand on the impending US election result, it’s likely that you’re emotionally invested in the outcome. 

That’s partly because, when we vote for a particular person or party, we’re casting a vote for what we believe in.  It can feel very personal – do they value what I value? Do they b...

In my Brand Strategy Academy course this week, we’ve been talking about how to do competitor research, in order to ensure that your brand strategy is sufficiently differentiated.

I choose these words carefully, because despite the old adage of, “DIFFERENTIATE OR DIE!”, the reality is that it’s just...