Strategy + Insight
Over a decade of experience in brand strategy and qualitative, cultural insight.
You can’t grow your business if you don’t know your audience.
Strategists are misunderstood
We are often held at arm’s length for fear of change. But external experts with the necessary tools will cover the blind spots missed by the inevitable tunnel vision of internal leaders.
Consumers are a moving target
Just because your audience was one group before, doesn’t mean it’s the same group now. Whether the change is due to internal or external variables, you must know who your target is to optimise your business.
Collaborate with your consumers
There are cultural leaders in every city who are shaping perceptions of your brand more than you could know. Bring them in behind the scenes because their input is invaluable.
A brand strategy is not static
Your vision should be unwavering but the rest of your brand strategy should evolve over time to uphold it, as the world around you changes.
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“Nicola is a true talent, with the ability to adapt quickly in understanding the brand and business opportunities in our industry. She showcased her personality within the team day one. Bringing the right energy and creative spirit into the projects she led for us. I am happy to recommend Nicola and acknowledge the expertise she brought into our partnership.”
— Jesse Olson
Director, Global Insights & Strategy, adidas -
“Nicola acted as a great thinking partner and sounding board, and very much felt like she was “one of us” throughout the process. While she was part of a broader team, there isn’t one aspect of the outcome that Nicola didn’t positively influence. She listened to our brief, she connected all the dots and was a key contributor in the delivery of a compelling narrative and extremely engaging event for our brand teams. I couldn’t recommend her more”.
— Erik Zambon
Strategy Director, Dr. Martens -
“Nicola worked with the Guardian leading global consumer insight for a high business priority workstream. She is an expert practitioner in every phase of research; from planning through to facilitation and then confidently playing back valuable insights with senior stakeholders. Most importantly, Nicola has been able to communicate a compelling narrative that brings to life the voices of our consumers. I highly recommend Nicola for strategic projects.”
— Tricky Bassett Director of Product Design, the Guardian
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“Nicola has been a great support to the team working across a variety of projects and quickly adding a level of senior strategic expertise, working closely with the creative team. She has a passion for youth culture and music, and her experience with streetwear brands and young consumers was highly valuable across many projects and pitches. Her enthusiasm to support in any way possible (often stepping outside of her remit to add value) was always appreciated.”
— Alice Dalton-Borge
Founder, Broadwick Studio