CONSULTANT
A lack of internal alignment and siloed, inconsistent customer engagement are the single biggest reasons for brands failing. Internally, you lose momentum, morale and money. Externally, you lose trust, credibility, and awareness.
That’s a toxic cocktail for any brand.
Successful brands always have a clear North Star that is embedded at the heart of the business that makes consistency simple. A North Star is the undeniable expression of what you do, and why that matters to your customers. Used to inspire consistency in all your internal and external brand behaviours. In product, services, and communications.
“Mick is brilliant. An amazing creative director and creative mind. At the time, I knew working with him was special, I now know that it was a career highlight.“
Sinead Bunting. CMO The Athletic
"I had the pleasure of working with Mick as he partnered with us to create and lead landing a bold new brand platform for PureGym. He helped us break free from category conventions and step confidently into a new space for growth. His ability to challenge thinking while building belief across the organisation was instrumental in making that shift possible. Every conversation brings a refreshing and rewarding perspective."
James Gauduchon - CMO - PureGym
“Mick has an incredible ability to distill a brand down to a 3 or 4 word phrase. I've been really lucky to work with him in completely different contexts and he's always produced excellent work. His collaborative process is thorough, efficient and really enjoyable. It means he's able to bring stakeholders with him, regardless of their background and secure their support.”
Tom Gornall. Head of Brand & Product Marketing - VIO
“Mick is a master of his craft, and a pleasure to watch at work. He operates with a quiet assurance that only comes from a lifetime of experience. He does this with innate empathy for people, cultures, brands and clients.”
Barney Harrison. CMO The Gym Group
“Mick is hugely talented. More importantly, he is one of the nicest people you will meet. He speaks in plain English, engages with everyone in the business, listens to feedback and will genuinely never settle for ‘good enough.’ He makes the process as rewarding as the end result and if you work with him you’re in for a fun and inspiring journey.“
Miruna Constantinescu. CMO - McCarthy Stone
“Mick is committed to great work; not just something that works. He understands great creative is necessary to solve business problems, and spares no effort to understand the business, the consumer and the client as an organization and also as people. He is a rare breed that can bring the business mind and the creative mind together to find wonderfully effective solutions to problems. He is a fantastic person to work with. He is collaborative, eager to listen but also kindly firm in defending what he believes is the right thing to do.“
Bilge Ciftci. Ex Head of Brand - Vodafone UK
THE NORTH STAR
I have distilled 30+ years of experience into a thorough, yet deceptively simple North Star process proven to give a brand an unshakeable platform to build from.
But what makes my North Star unique is that it isn’t just a strategic document, it also delivers a living, breathing, long term creative platform and organisation wide series of behaviours.
It’s all you will need to own your brand narrative and be able to brief your executional agency partners with absolute certainty.
I will also help you to navigate the complexities of c-suite stakeholder and partner management.
BRAND GUIDELINES
The next stage after a North Star project is to create Brand Tone of Voice Guidelines
to make sure that in-house teams or agency partners show up consistently.
Consistent tone, language, messaging, and imagery helps build recognition for your brand more efficiently. It will also help you to avoid misattribution, undermining your positioning, and erosion of brand value.
Once I have created your brand tov document, I can brief/workshop it with your in-house teams and/or agency partners. As well as oversee creative development to ensure that the North Star thinking is embedded into every facet of your brand.
