Brand strategy is a broad term encompassing everything from ex nihilo concept development, brand blueprinting and naming, through to visual identity, positioning, and even service philosophy…

Today, brand building is just as much about the customer interactions your organization engages in on a daily basis as it is about the 5- or 10-year business planning sessions going on in the Board Room.

Brands must provide both consumers and employees with a clear sense of the ‘big picture’ without ever loosing sight of the little details that make good brands great.

You will find a selection of strategy-focused case studies from my time as a consultant with Luxury Branding and Corporate Edge in the Strategy section sub-menu.