Stewart Hodgson

A plain-English guide to what brand purpose is, how to write it, and how to make it real. Brand purpose has become the business world’s answer to everything—from attracting talent to driving growth, from weathering crises to winning customer loyalty. Yet for all the evangelical fervour around purpose-driven brands, many organisations struggle to move beyond […]

Audiences aren’t anti-purpose — they’re anti-posturing. The brands winning trust aren’t the ones making the biggest claims about changing the world. They’re the ones showing measurable progress on problems they can actually solve. This shift matters because purpose fatigue has moved from marketing theory to market reality. According to Edelman’s 2025 Trust Barometer, consumers now prioritise […]

Your brand has one story to tell, but dozens of places to tell it. Website headlines, press boilerplates, investor pitches, conference bios—each demands a different length, yet the core message must stay consistent. That’s where a message hierarchy comes in. It’s your systematic approach to scaling one story across every format, from 150-word company descriptions […]

In a world where consumers are bombarded with thousands of marketing messages daily, your brand personality is either making waves or barely causing a ripple. Let’s be brutally honest – most brand voices sound like they’ve been drafted by a committee, sanitised by legal, and stripped of anything remotely interesting. The result? A sea of […]

In today’s hyper-competitive marketplace, how your brand positions itself can make the difference between thriving and merely surviving. As we move through 2025, brand positioning continues to evolve rapidly, influenced by changing consumer behaviours, technological advancements, and shifting market dynamics. Understanding these trends isn’t just advantageous—it’s essential for brands seeking to carve out their unique […]

Mergers and acquisitions (M&As) are commonplace in the business world. M&A transactions can give organizations the power to expand, access new customers, and increase revenue. Unfortunately, without the right M&A brand strategy, even the best partnerships can fail. Mergers and acquisitions aren’t just financial transactions, after all, they’re transformative events. For two companies to join […]

There are many ways to grow a brand, and a business, but the master brand strategyis one of the most popular of all. Countless companies, from Coca-Cola to Hershey’s, rely on the master brand framework to increase brand equity, revenue, and customer loyalty. But what actually is a master brand strategy? How do you know […]

The biotechnology industry is growing fast. Every day, new companies are emerging, introducing new ways to overcome global health issues. In this industry, success doesn’t just hinge on groundbreaking products, it depends heavily on your approach to biotech brand positioning. A strong positioning strategy doesn’t just help biotech companies differentiate themselves from the competition in […]

What is brand power? Is it just another term for brand equity, or a way to refer to powerful branding? Not Exactly. Your brand power score, or brand strength actually hinges on a number of factors that influence consumer perceptions, the loyalty of your target audience, and your revenue. A strong brand allows companies to […]