When the brand is your responsibility,
make it drive the business.

Brand strategy, architecture and implementation for teams going through or looking for brand change. Collaboratively designed with you and your stakeholders so it easily comes to life.

Let's work together

When brands need help

  • After an acquisition, when two brands need clear roles in the portfolio

  • A move into a new category the brand wasn’t originally built for

  • A portfolio that has grown faster than customers can follow

How I work

  • Agreement at every step. Your stakeholders help build the strategy (with minimal investment), so the final presentation just confirms it.

  • Built to be used. A playbook your team can run, use with agencies or AI, from someone who ran global brands in-house for more than a decade.

  • A brand customers choose. A clear promise (positioning!) and structure that make it easy for customers to find you, and choose you.

Work

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Brand promise: Bridging a bold aesthetics brand and its trusted healthcare parent
A new leadership team got a brand promise and naming system they signed off on the spot. Around 100 product names became a handful of clear, descriptive ones. And no more days of training new salespeople on nomenclature.

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Acquisition integration: Bringing two category-leading brands into an existing portfolio
After a major acquisition, two leading brands were folded into an existing portfolio. Their equity was kept, brand leadership and revenue held, and customers understood which brands mattered to them.

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Brand architecture: Turning a wall of pet food bags into a shelf shoppers can navigate

A unique market research methodology revealed how shoppers group a sprawling pet food line. New pillars, names and packaging made products easy to tell apart. Two pillars became sub-brands, increasing reason for purchase.

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About

I’ve sat in your chair.

For more than a decade, I was a global brand director for the Sigma-Aldrich and Milli-Q brands, among others.

Before that, I was a strategist at Landor.

I know what it takes to build brands and I know what it takes to implement them. To bring them to live, so they are business-building assets.

More about me

Thinking

The really-reallys of branding, every week on Substack.

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