BRAND STRATEGY EXPERT ARTICLES 

A lifetime ago, back in January, I spent time in New York working with Ignacio Mattos, the Michelin star chef who runs Estela on East...

In these uncertain times, we all need a crystal-clear idea about what we want our business to achieve, how relevant we are to customers,...

Why do customers pick and value certain brands over others?

Customers can recognise the products a brand represents and are often willing to pay more for them. The brand provides a means of expressing

We are drawn to brands that reflect our values, that amplify how we see the world, that speak to us, and that sometimes speak for us. 

"Do you have company values?" I once asked a client. "Yes," I was told, "you'll find them in the kitchen." Turns out this particular...

So, what is a brand proposition? Think of it as the first few words in the story about to be told. It captures the value the brand will...

The role of brand positioning is to define how the brand is positioned in the minds of the team responsible for delivering it

Brand Strategy Framework Step 1: Describe the vision you want your brand to head towards, then identify the drivers to get you there, and ba

Four step brand strategy framework

I wanted to let you know that as well as being a finalist for the Business Book Awards, ’What’s Your Point?’ has just won the silver...

Well, it has has been a very exciting month for me! It started with the US launch of ‘What’s Your Point’ in Silicon Valley early October...

Brand Strategy, an exercise in choice. Learning the foundations needed to build a successful brand strategy.

Whats the point of your business? A good brand strategy can help a business define its point.

The role of a brand is to be an open door into the heart of what you do. If your brand is limiting you and boxing you in... change it!