My Blog

Top of mind thoughts and perspectives related to tech and anthropology.

Sep 295 min read

Flexing Your Brand Muscle: A Strategist’s Guide to Picking the Perfect Framework

In this article, I test different strategic frameworks to explore how On can move beyond performance to become a lifestyle choice.

Aug 43 min read

The Great Portfolio Puzzle: Unravelling the Complexity of Brand Mergers

Brand portfolio mergers are often seen as simple exercises in corporate restructuring. However, the reality is far more complex.

Jul 147 min read

Crafting a Winning Promotional Strategy for Dual-Branded Beauty Water

Discover how to turn an innovative water concept into a market hit.

May 57 min read

Crafting KPIs That Measure Success: A Guide for Strategy Leaders

Taking a holistic approach to business and brand development is about recognising that success goes beyond bottom-line results.

Apr 94 min read

Navigating the Nuances of Personas and Archetypes in Brand and Product Design

The concepts of personas and archetypes are often interwoven in customer experience design, but their application differs.