Hello, I'm Fraser, a brand strategist. I help companies build brands that act as growth accelerants, lifting the underlying performance, cash flow, and valuation of the business. By weaving lifestyle, art, and culture into the experience of commerce.
The first question is always: why should people care?
Irreverence is asking the weird questions, and the obvious ones, to find the real business problem rather than the stated one. Play is what comes next: a positioning, an identity, an experience that makes people excited.
Done well, a brand is a moat. It lifts underlying performance and cash flow, raises the valuation of the business, and lowers the risk investors price into it. A competitor can copy your product. They can't copy a system people are attached to. Brands are value accretive.
Whether to generate growth, launch new products, raise awareness, or increase sales and market penetration — some of the brands I've worked with.
Agencies I've worked with
