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You can’t scale profitably without a strong brand

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Brand has a reputation problem: it’s seen as expensive, unaccountable  and incapable of making any real financial impact. But we know its true potential. And we help strategic marketers unlock brand, and its value.

By using language that persuades

We re-frame brand as a commercial engine – to make not investing in your brand look risky.

By creating tangible value,  fast

Our brand work delivers results. Not “over time”. Not fuzzy brand equity. But real results this quarter. Results you can shout about around eight weeks after launch.

By using metrics they can’t argue with

We have practical, simple tools that measure the impact of brand. Analyzing brand performance using KPIs that show up in your P&L.

By championing brand. And championing you

The more your business underdogs brand, the hungrier we are to work with you to unlock its value.
Our core team
Toronto, CA

Faisal Siddiqui

Founder

A board level strategist for Fortune 500s, start-ups and non-profits, Faisal delivers high performance brand and marketing strategies that help organisations scale and speed up.

Toronto, CA

Ian Barnard

Strategy Director

A brand and marketing consultant with hands on experience in scaling companies, Ian creates brand strategies that deliver bottom-line results.

London, UK

Felicia Rosenzweig

Strategy Director

A senior consultant and advisor with strong and diverse experience in customer / employer brand, marketing, innovation and customer / employee experience across sectors and geographies.

London, UK

Turlough Fortune

Creative Director

A brand and identity designer, with over 12 years’ experience working in some of London’s most respected design and branding studios.

London, UK

Toby Ingram

Copywriter

Toby is a brand and strategy writer who converts strategic thinking into clear, human language, building distinctive stories, messages and communications.

London, UK

Dan Mcallister

Copywriter

Dan is has helped businesses from Christie's to Nestlé get their story straight, and express their value and difference, in a language that provokes, informs and inspires.

Toronto, CA

Jean-Remy Benat

Art Director

Jean Remy is an experienced Designer and Art Director with over 7 years experience in digital design, brand identity, editorial design, motion design, video editing.

Toronto, CA

Iain Montgomery

Innovation Director

Iain has spent the past decade helping established organizations identify, design and launch the breakthrough new propositions critical for their long term futures.

awards
Gold
 • 
Best Brand Architecture Solution
Morningstar

2023 Transform Award

Gold
 • 
Best Brand Development
Hoopo

2022 Transform Award

Gold
 • 
Best Visual Identity for an NFP
Hoopo

2022 Transform Award

Bronze
 • 
Best Brand Architecture Solution
CALLSTACK

2023 Transform Award

Bronze
 • 
Best Creative Strategy
CALLSTACK

2023 Transform Award

Bronze
 • 
Best Visual Identity in the Technology Sector
Callstack

2023 Transform Award

Bronze
 • 
ROI Award
Penny Appeal Canada

2022 Strategy Awards

selected clients
news

The Brand Investment Blueprint

The exact process we use to convince executives to invest in brand

January 3, 2024 8:54 AM

How challengers can position for growth

Using case studies and our experience working with international brands, this presentation clearly explains how challengers can use positioning to unlock the power of brand marketing.

January 1, 2024 3:55 AM

How to build a big brand on a small budget

Using the latest marketing effectiveness data and research, this report clearly explains how businesses and startups can build a big brand on a smaller marketing budget.

Machiavelli and the dangers of UGC ads

Machiavelli and the dangers of UGC ads

Optimizing solely for attention in digital advertising is really dangerous. Ads that blend in get more clicks, but can erode brand equity and sales over time.

November 30, 2023 8:42 AM

Why performance marketing won’t grow your brand

Why performance marketing won’t grow your brand

The rise of performance marketing has given us cheaper and more efficient ways to advertise, but has created very few big brands. Why?

November 28, 2023 8:41 AM

Why finding your hidden advantage can get people to buy more

Why finding your hidden advantage can get people to buy more

I’m going to share the exact formula we used to re-position Formula E Racing and Al Jazeera with real, measurable results.

October 5, 2023 7:13 AM
now playing
Measuring marketing strategy

Measuring marketing strategy

The differences between B2B and B2C marketing, and some real advice on how to take your strategy from flab to fabulous.

now playing
Why brand has a bad reputation in the boardroom

Why brand has a bad reputation in the boardroom

How to frame brand as a driver of future growth to executives

August 14, 2023 3:19 PM
now playing
Opportunity in being the underdog

Opportunity in being the underdog

Why admitting that your second best can be persuasive and profitable

February 2, 2023 3:21 PM

Build the business case for brand marketing

Build the business case for brand marketing

Our CMO workshops help you build the business case for brand marketing and forecast the results on the bottom line

Convincing skeptical executives to invest in brand

Convincing skeptical executives to invest in brand

The step-by-step process I use with our clients to get the budget for creating world-class brand advertising that sells more stuff

Why performance marketing is killing your brand

Why performance marketing is killing your brand

The hidden flaw that stops PPC marketing from scaling your company profitably, and what you need to do to fix it

How to get the budget for brand building

It's not about building brand awareness or emotional connections. It's building a pipeline of future customers.

How good positioning serves as a filter for decision making

How do you build a brand positioning that doesn’t just influence communications, but the proposition?

January 25, 2024 7:25 AM

6 sources of advantage post

How do you differentiate yourself when you’re up against a bigger competitor with deeper pockets and a broader set of capabilities?

January 17, 2024 7:25 AM

Making a B2B organization greater than the sum of its parts

Re-structuring a $2bn financial services brand to better understand themselves.

March 21, 2024 1:30 PM

Helping Formula E create a new category of sport

We framed the space around their strengths, creating a new $1bn category of motorsport called City Street Racing.

March 20, 2024 5:06 AM

Positioning an open-source software pioneer for explosive growth

Boosting conversions across the funnel with a refreshed positioning, messaging and visual identity

March 13, 2024 1:26 PM