Thinking · The intellectual voice of the consultancy
Points of view
on brand as an asset.
Essays, field research and practice notes written for the leaders responsible for the stewardship of brand — boards, chief executives, heads of communication and heads of strategy.
- Jul 2026Point of View
Brand as a governance issue, not a marketing issue.
Why the audit committee, not the CMO, should own the definition of brand equity.
- May 2026Field Research
What institutional investors actually read in an annual report.
A study of how brand narrative shapes analyst coverage across four listed sectors.
- Apr 2026Essay
The quiet identity: restraint as a competitive advantage.
How the most valuable identities defend equity by refusing to compete on noise.
- Feb 2026Practice Note
Portfolio architecture in the age of the sub-brand.
A framework for deciding when a new offering earns its own brand — and when it doesn't.
- Dec 2025Point of View
The lifetime cost of a rebrand.
Why the cheapest identity is the one that lasts a decade, and how to build one that does.
- Nov 2025Studio
Why we do not participate in speculative pitches.
A note on how strategic counsel and pitch theatre are incompatible practices.