About
For most of the last 30 years, I’d have described my work as brand strategy.
Now, I’ve come to realise it has always been about helping organisations become more coherent.
As I look back at the organisations I’ve worked with, and look around at others I haven’t, one question has really come to fascinate me: why do some businesses seem easier to run than others? Or, to put it another way, what makes the better ones better?
For most of the last 30 years, I would have described my work as brand strategy. Which is true, up to a point. Now, I’ve come to realise that brand strategy has really been the method through which my clients have achieved some remarkable results.
Generally, my client engagements have been focused on improving either their organisations’ performance, their culture or their reputation. But those three are inseparable: change one, and the other two are affected. For better or for worse.
I’ve come to believe that the real answer to my question is that some businesses are better at aligning all three. When performance, culture and reputation reinforce one another, organisations become coherent. And coherent organisations invariably outperform fragmented ones.
Brand strategy, for me and for my clients, is the practical way of creating that clarity, alignment and coherence. Over three decades, I’ve seen it help organisations grow, simplify, innovate and transform their performance and their reputation.
I’m convinced that coherence lies behind almost every organisational change.
G E T I N T O U C H
If you’re thinking you’d like to improve your organisation’s performance, culture or reputation, I’d be happy to have a conversation
Get in touch.