Our mission is to make brand more accountable and effective
Our work is shaped by a few simple beliefs about how B2B growth actually happens today.
B2B Is the Engine That Moves Economies
Consumer brands shape culture, but B2B companies shape markets. They power innovation, create jobs, and drive long-term growth. Strong B2B brands don’t just win market share—they increase competition, challenge incumbents, and improve how entire industries operate.
B2B Is the Hardest Sale—and the Toughest Job in Marketing
B2B decisions are high-stakes, slow, and made by groups. Buyers decide which brands matter long before they’re ready to buy, yet most companies spend their time and budget at the moment of sale. Winning requires being considered early, staying consistent over time, and aligning many people across the buying process.
The Agency Model is Broken
We have practical, simple tools that measure the impact of brand. Analyzing brand performance using KPIs that show up in your P&L.
Creativity Without Commerce Is Just Art
The best strategy is creative, and the best creative work drives business results. By combining consulting-level thinking, performance marketing expertise, and strong brand and creative execution, our clients don’t have to choose between strategic rigor and creative excellence.
Our core team
Faisal Siddiqui
Founder
A board level strategist for Fortune 500s, start-ups and non-profits, Faisal delivers high performance brand and marketing strategies that help organisations scale and speed up.
Patrick Wurm
Chief Client Officer
Patrick is a Senior Strategy Director with 15+ years of experience driving growth through brand, customer and go-to-market strategies, both as a consultant and business leader.
Zayn Goddard
Head of UK
Zayn is a brand strategist with over a decade of experience helping global companies refine their positioning and amplify their market presence.
Turlough Fortune
Creative Director
A brand and identity designer, with over 12 years’ experience working in some of London’s most respected design and branding studios.
Olivier Raby
Strategy Director
A seasoned marketing and branding strategy experience in consulting, helping organizations define and activate their brand, refine their marketing strategies, and drive customer engagement.
Felicia Rosenzweig
Strategy Director
A senior consultant and advisor with strong and diverse experience in customer / employer brand, marketing, innovation and customer / employee experience across sectors and geographies.
awards
2023 Transform Award
2023 Transform Award
2025 Transform Award
2025 Transform Award
Drum B2B Awards
Drum B2B Awards
2023 Transform Award
2022 Transform Award
2022 Transform Award
2023 Transform Award
2023 Transform Award
2023 Transform Award
2022 Strategy Awards
selected clients
news
The Brand Investment Blueprint
The exact process we use to convince executives to invest in brand
How challengers can position for growth
Using case studies and our experience working with international brands, this presentation clearly explains how challengers can use positioning to unlock the power of brand marketing.
How to build a big brand on a small budget
Using the latest marketing effectiveness data and research, this report clearly explains how businesses and startups can build a big brand on a smaller marketing budget.
Machiavelli and the dangers of UGC ads
Machiavelli and the dangers of UGC ads
Optimizing solely for attention in digital advertising is really dangerous. Ads that blend in get more clicks, but can erode brand equity and sales over time.
Why performance marketing won’t grow your brand
Why performance marketing won’t grow your brand
The rise of performance marketing has given us cheaper and more efficient ways to advertise, but has created very few big brands. Why?
Why finding your hidden advantage can get people to buy more
Why finding your hidden advantage can get people to buy more
I’m going to share the exact formula we used to re-position Formula E Racing and Al Jazeera with real, measurable results.
Measuring marketing strategy
The differences between B2B and B2C marketing, and some real advice on how to take your strategy from flab to fabulous.
Why brand has a bad reputation in the boardroom
How to frame brand as a driver of future growth to executives
Opportunity in being the underdog
Why admitting that your second best can be persuasive and profitable
Build the business case for brand marketing
Build the business case for brand marketing
Our CMO workshops help you build the business case for brand marketing and forecast the results on the bottom line
Convincing skeptical executives to invest in brand
Convincing skeptical executives to invest in brand
The step-by-step process I use with our clients to get the budget for creating world-class brand advertising that sells more stuff
Why performance marketing is killing your brand
Why performance marketing is killing your brand
The hidden flaw that stops PPC marketing from scaling your company profitably, and what you need to do to fix it
How to get the budget for brand building
It's not about building brand awareness or emotional connections. It's building a pipeline of future customers.
6 sources of advantage post
How do you differentiate yourself when you’re up against a bigger competitor with deeper pockets and a broader set of capabilities?
How good positioning serves as a filter for decision making
How do you build a brand positioning that doesn’t just influence communications, but the proposition?
Making a B2B organization greater than the sum of its parts
Re-structuring a $2bn financial services brand to better understand themselves.
Positioning an open-source software pioneer for explosive growth
Boosting conversions across the funnel with a refreshed positioning, messaging and visual identity
Redefining charity from pity to paycheques
Hoopo created an innovative investment model that transforms impoverished communities through the power of work.
