STRATEGIC BRAND COUNSEL
Strengthen the brand. Remove the friction.
For organisations who want a bigger vision than their current brand can carry.
Two decades across 30+ brands, from Google to Bonds.
Where I Come In
You and your team are feeling the tactical symptoms.
Re-litigation of the strategy. Tackling the problem-of-the-year. Or you simply know the business needs a bigger, bolder vision.
Who I Work With
CEOs, CMOs, founders and senior brand leaders.
You have a good team and a good agency. What you do not have is someone outside the system with fresh eyes, no stake in whose idea wins, and 20+ years of making differentiated, award-winning, effective work.
I am not replacing your CMO or your agency. I am co-pilot to whoever is carrying the brand.
How I Work
What is the actual challenge. I start wide, with every stakeholder, the data and the history. Surfacing what the organisation knows, and what it knows but has stopped noticing.
01. Discovery
I work with the team to land a clear articulation of the problem, and a lofty vision of what becomes possible once it is solved.
02. Diagnosis
03. Alignment
The right people, one direction, genuinely agreed rather than merely polite.
04. Activation
Vision articulation, then everything needed to deliver against it. Briefs, and decision filters your teams and agency can run on.
05. Holding the line
Ensuring the strategy is implemented, not just an inspiring rallying document.
Every engagement is built to ramp the team to run with it.
I am there to aid capacity and uplevel thinking for a moment. That thinking gets written down, the filters get built into your guidelines, and whoever owns it next runs the process rather than receiving the output.
Dependency is easy to sell. I do not sell it.
Why This Works
Brand problems are rarely brand team problems.
They sit between business strategy and customer insight, between what leadership wants and what the culture will carry.
Another framework will not fix that. It takes someone who has sat on both sides, can find where the thinking fractured, and will say so out loud.
The Outcome
✓ One direction, repeatable in a sentence
✓ A leadership team that agrees on it
✓ Sharper briefs, braver work
✓ A team that applies the strategy without reopening it
✓ Less time in the spin cycle
