Strategic outputs are harder to illustrate than the other elements of this portfolio, but a strategic turn of mind is an important part of the value I can bring to projects.
This can matter in day to day work: for a tool to be all that it can be it has to operate within a given context, and that means thinking about the context, about the ways people think of your proposition already, and how they might think better of you in future.
"Brand" can be a useful shorthand for this kind of thinking, and I've worked extensively on brand development, whether on the fundamentals of brand expression or in the broader journalistic context of BT's Brand News. (Brand News is an ezine aimed at the BT "brand community", which ranges from product managers within the company to the leading agencies on BT's communications roster.)
I have worked with some of this country's foremost brand consultancies, helping clients understand and articulate their identities. This strategic work has included projects for BT operating units, for media giant Aegis, finance sector trade unions and professional services firms.
At the same time, I have come to believe that the way brand is conceived and managed within most organisations is inhibiting the strategic development of those organisations. That's a big statement and it's discussed at greater length in the future section of this site. It means that I want to insist on a rigorous link between identity and expression, creating a n effective and sustainable positioning for the client's offer or proposition.
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