About

Your brand isn't working as hard as your product.

You've built something people love. Sales are solid. But your brand? It's a patchwork — a logo from a freelancer, messaging that sounds like everyone else, no story holding it together.

You know brand matters. But most brand strategy advice is either too abstract to act on or too generic to matter. You don't need more theory. You need to see how it's done.

My newsletter

My newsletter is for DTC founders who want to learn brand strategy. Positioning, identity, and storytelling — broken down into principles you can use today.

You'll learn to see brands as systems — what holds them together, what makes them break. You'll spot the difference between a brand that looks good and one that works.

Each post includes an audio version for when you'd rather listen.

You get three categories:

• Ideas: Brand concept playbooks built from scratch — full strategy applied to a fictional brand using real methodology.
• Insights: Real questions from DTC founders, answered in detail — the thinking behind real brand decisions.
• Inspiration: Japanese DTC brands broken down — what makes them work, and how to use those principles on your own brand.

Members get direct access — ask questions and get written answers, or upgrade for one-on-one strategy calls. See Membership for details.

If you're looking for hands-on strategy work, take a look at Services.

Who I am

A British-Australian brand strategist based in Tokyo for thirty years. I’ve never fully belonged to any one culture or market — and that’s the point.

Outsiders see what insiders miss. Every brand I work with gets a perspective shaped by Japanese craft, design, and product culture. It’s a perspective US-based strategists can’t offer firsthand.

Questions?

Send me a message at [email protected].