About
British born and now a US resident, I have a passion for people. I care deeply about their motivations - how they think, act, and make sense of their lives.
This passion grew while working with the homeless in London. Here I rubbed shoulders with the most vulnerable in society. It provided a unique perspective on how people work. My interest led me to gain a first-class master's in
Brand Strategy.
That was 20 years ago. Since then, I have worked at top 100 boutique and international brand and communications agencies. Both as a creative director and then over the last 10 years as a brand strategist and business owner.
My career has been fiercely in the weeds helping clients overcome brand complexity. I am always looking to create clarity and build trust and preference as they understand their place in their customers' lives.
I also have a passion for helping agencies fight the battle against commoditization by creating strategic products and services to provide new income streams and add weight to their differentiation.
I am married with four lovely kids and live in Seattle, where I run an agency called Kind in the Pacific North West.
APPROACH
I am passionate about solving the most challenging business problems with a brand-led approach.
In my career, I have led rebranding efforts for national restaurant chains, doubling sales. In addition, I have completed comprehensive international enterprise rebranding projects for the world's known healthcare IT brand. I have also increased aftersales products by 91% for an automotive giant. And amongst other things, directed consumer research and strategy programs for household technology and healthcare brands.
EXPERTISE
Insights & Research
Brand Measurement and Tracking
Primary and Secondary Research
Qual and Quant Research
The 4 C's
Cultural Trends Analysis
Audits
Audience Profiling and Segmentation
Customer Journey Mapping
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Brand Strategy
Brand Positioning
Brand and Product Architecture
Brand Voice
Corporate and Product Naming
Brand Experience Strategy
Content Strategy
Communications and Campaign Strategy
Executive Positioning
Marketing Planning
Workshops
Design Thinking
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Brand EXPERIENCE
Brand Identity Design
Future Ideation
Innovation Strategy
Internal Engagement
Interactive Design and Development
Sales & Marketing Collateral
Experience Design
Campaign Design
Brand Guidelines
Governance Strategy
