Can you answer the question: why you?

Do you know what really matters to the customers, clients, employees, investors, communities and governments that matter to you? Can you state in simple terms what value you help them create and how you help them achieve their goals? 

The brands that can answer this question better than anyone, not just once but time after time, will sustain their advantage. They win by staying relentlessly relevant, meaningful and agile.

I help organizations achieve this advantage
by defining and articulating who they are, who they matter to and why,
in categories where value is derived from relationships not just transactions.


Start anywhere

No matter where you start, the destination is the same: a compelling story, positioning and value proposition for the customers, clients, employees and stakeholders who matter most.


Positioning Pulse Check


Let's workshop your
brand and value proposition in 
light of new market realities.
Intuitive, productive and fun.

Brand Intensive


When you know the world has shifted
and it's time to calibrate using new insight,
a fresh fact base and 
deeper engagement.

Brand Coaching


For some, the best approach is 
to manage brand and reputation
one small win at a time.
I'm there to keep you on-strategy
and results-focused.

The kinds of things we can do together

May 19, 2020

Gowling WLG

The 2016 combination of Gowlings in Canada and Wragge Lawrence Graham & Co. in the United Kingdom to form Gowling WLG demonstrates that like-minded firms can work together to give their clients an international alternative to the global mega-firm experience....

May 14, 2020

Alectra Utilities Brand Strategy 

The combination of four large Ontario utilities into one was the first step in responding to the need for consolidation in the electrical utility sector and the imperative to prepare for the coming disruption of the power category....

May 14, 2020

The Rotman School of Management at the University of Toronto

By most measures, the Rotman School of Management is the top business school in Canada and has a growing reputation internationally as a leading research school . But you can never stand still in the business...

May 14, 2020

Defining the new Canada Life. 

Great-West LifeCo has housed a portfolio of insurance companies - Great-West Life, London Life and Canada Life - each with venerable histories but without enough distinction to justify maintaining multiple brands. The strategic decision wa...

May 14, 2020

The Boundless Campaign for the University of Toronto

Today's donors need to know that what you do is going to help them achieve their goals for making a difference in the world. The University of Toronto goes right to the heart of what matters - by asking donors to be B...

May 14, 2020

Nature United: Positioning and Naming
Nature United – an affiliate of the Nature Conservancy - the world’s largest conservation organization – is consolidating its presence in Canada by amplifying, not duplicating existing conservation efforts. The Nature United partne...

May 13, 2020

Does your brand architecture make you easier or harder to figure out?

Let's face it: Brand architecture - how you present what you do to the world - can be a drag to deal with. It's often confused with organization structure (and power structure) and can make people ver...

May 13, 2020

MaRS Brand Strategy and Architecture 

MaRS has always struggled with the gap between the value it helps create and the perception of that value. As a globally significant centre for innovation, the incredible wealth of resources and networks available through the M...

May 12, 2020

Koodo Mobile Naming 

In 2008 Telus knew it needed a sub-brand to help engage younger mobile consumers who were not interested in contracts or paying for features they didn't use. I developed the Koodo name, informed by the idea of the Greek kudos, to suggest: hey, good...

May 11, 2020

RTO/ERO Brand Strategy 

This remarkable organization quietly and doggedly helps 80,000 retired educators and members stay healthy, active and connected through a broad line-up of benefits, events and programs. Their Foundation supports research in geriatrics and they ad...

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