If your brand feels like it’s blending in or losing its edge, now is the time to sharpen your positioning. In my latest article, Stay Relevant, Stand Out: Ten Brand Positioning Principles that matter, I distil ten practical, behaviour-changing principles that help you cut through with more relevance, distinctiveness and consistency. From digging deeper into consumer motivations, to differentiating through emotion rather than just function, to setting brand guardrails that all

How to Sharpen Your Brand in a Fast-Changing World In a world where disruption is the new normal, maintaining brand consistency is no longer enough. You also need to stay relevant. This article explores the modern brand imperative: how to evolve without losing what made your brand iconic. From identifying shifting consumer needs to staying ahead of agile competitors, it lays out four critical questions every brand should ask to remain distinctive, credible, and competitive.

Madfest 2025 brought together the world’s top marketing minds — and the message was clear: emotional connection, brand consistency, and deep consumer insight are the foundations of modern brand growth. Over three days, I heard from brand leaders at IKEA, Heineken, PG Tips, Crocs, and more. Their stories confirmed (and challenged) the Ten Principles for Sharper Brand Positioning I use in my work — and helped me refine my approach.

In my opinion, Europe is at the forefront of retail innovation. So, on my annual Retail Study tour, I immersed myself in the London,...