The greatest threat to a brand isn’t its competition. It’s becoming interchangeable. I help companies find a position worth defending, build brands people care about, and use AI without surrendering what makes them distinctive.
Give my brand soul →
In the U.S., an Australian icon was getting shelved with the critter brands. A three-day mansion takeover in New York put it back where it belonged.
We built one campaign across digital, events and PR to reposition Penfolds as a luxury house. For too long it had been sold as the bottle next to the kangaroo.
For three days we ran a New York mansion with RFID-tracked tastings. A "Best Dressed Somm" Instagram contest turned the trade into the campaign, and the sales team followed with a targeted blitz.
Penfolds has been making wine since 1844, and Grange has been Australia's benchmark red since the 1950s. Our job was to make that legible to an American buyer.
Brand work built to outlast the next quarter and the next CMO.
Because when a brand doesn’t know what makes it different, neither does anyone else.
Find what's true.
Stakeholder interviews, competitive teardowns and consumer research, all aimed at what the brand has been hiding from itself.
Sharpen it to a point.
Positioning, narrative, voice and the non-negotiables that follow, boiled down to one sentence the whole organization can defend in a hallway.
Put it in market.
Campaign architecture, channel strategy, partnerships and experiential, handed over as something the team can run. A strategy nobody can execute is just an expensive PDF.
Scale it without losing the hand.
Custom AI workflows for content, governance, asset systems and competitive monitoring, built inside the brand's line. The machine carries the volume, and the judgment stays with people willing to sign their name to it.
Preserve authorship. Industrialize execution. Four beliefs decide where AI belongs, what stays human, and what work gets taken on at all.
Every brand is going to use AI. What matters is where, how, and whose judgment it answers to. Delegate what doesn't define the brand, to advance the work that does.
Taste, authorship, symbolic meaning, narrative and feeling are what make work recognizably yours, and that work stays human. If a piece could run under anyone's logo, it isn't carrying yours.
The house's taste gets written down as tone rules, a visual lexicon and cultural red lines. AI-touched work clears that bar or it doesn't go out.
When AI absorbs the work about work, people get their days back for the craft they were hired for.
AI made average free. Any brand can now produce unlimited, competent, forgettable content, and most are doing exactly that. The feeds are filling with work that could belong to anyone, with the same cadence, the same claims and the same beige. When average costs nothing, distinct becomes the only thing worth paying for.
Slop is a judgment problem. A brand that knows what it stands for, written down sharply enough for machines to follow it, gets faster and stays itself. A brand that doesn't simply gets louder. That's the fight. I pull real AI-generated ads from the wild and grade them in public, because the fastest way to learn taste is to watch it fail.
Thirty-minute conversations are free. Tell me what you're trying to build and I'll tell you whether I'm the right person for it.
Give my brand soul →
