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We believe that a successful business and brand strategy are inseparable. The brand process is vital regardless of the size of your company, large or small because having a brand strategy is a key business differentiator. Successful brands are championed by everyone, paid attention, change with the times, inspire loyalty and most important of all, create wealth. It doesn’t matter whether you’re a micro-brewery or a global logistics company, if you follow a simple set of rules you can become a powerful and successful brand.

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Home  /  Story Telling   /  WAS THIS THE MAKING OF HIM?


No one would have ever predicted England’s success in the 2018 World Cup. That is so far.
It would appear that the head coach, Gareth Southgate, until now more famous for his 1998
penalty miss, has absorbed the business wisdom that football is about teamwork.
To the surprise of many, a team containing only a few household names and no superstars
has emerged under his leadership, playing just good football. A bunch of supposed no
hopers is now daring to dream.
This represents a complete reversal of fortune that football fans have come to experience
over the past two decades.
But is it all about teamwork?
Gareth Southgate sums up his team’s strategy like this:
We know we can win football matches. It’s just a fact that many of the teams we play have
superior individuals with superior skills. We have to play in a special way and with our own
clear identity.”
The truth is England will never win the semi final of the world cup by competing like Croatia.
They will triumph playing like England.

When we get caught out competing, we get caught out playing catch up.
You don’t need to compete when you know who you are.
Ironically, the people who create fulfilling lives and careers, the ones we respect, admire and
try to emulate, have a powerful sense of identity. They don’t worry about differentiating
themselves from the competition or obsessing about telling the right story. They tell the real
story instead.
How about you?

What do you stand for?

Where are you going and why?

What’s been the making of you?

You must be able to answer these questions if you want to build a great company. Story
driven gives you a framework to help you consistently articulate, live and lead with your