Drawing on experience of a broad range of sectors including, tech, energy, healthcare, mobility, and professional services, I am motivated by the ways brands: 

​- Are both understood and misunderstood

​​​​- Work, operationally and culturally

​- Are structured and organised

-​​​ Present and evidence their ​value

​- Are defined, positioned and activated

​- Manifest their values, purpose, and principles

- Relate internally and externally

- Help get business done
The objective of any brand - and my role - is to bring together, engage, convince and inspire people to achieve what no one business function or division is otherwise responsible for.

​When I see things not working, I am driven to fix them.