What we think

Read Helen’s latest
Marketing Week column



Latest: a chapter on brand belief in ‘The Definitive Book of Brandingʼ

What is a brand for? It is for changing the world. It is for improving the lot of human existence. It is for making a small difference based on big convictions.


A product or service plus values and associations.

Consumer-led Brand
A brand that habitually uses the findings of consumer research for direction, not illumination.

Brand Belief
The brand’s take on the world, a view on what would make the world a little better, and how the brand can work toward making it happen.

Passion Brand
A brand with a clear belief, a deep understanding of people, and the capability, confidence, and exuberance to connect the two.

From the Passionbrand chapter in The Definitive Book of Branding, which brings together thinking from 22 world-renowned marketing specialists

‘Creating Passion Brands: how to build emotional brand connection with customersʼ

The cases are a little out of date but the thinking is as timely as ever

A lucid examination of brand DNA.Sir Tim Clark, President, Emirates Airline
What are the five characteristics of passion brands?



Check out Helen’s 10-minute slot for the inaugural Campaign Underground ‘anti conference’ event.

Scroll through Helen and Derek’s winning presentations at the APG’s ‘Battle of Big Thinking’ conferences.


What we do

We promise to help our clients make their brands more rewarding – for employees, for customers, and for the business.



Tools and frameworks

Who we are

Helen EdwardsFounding partner

London Business School MBA

PhD in marketing

Lectures on the MBA brand management elective at
London Business School, and Bath University

Co-author, Creating Passion Brands: How to build
emotional brand connection with customers

20 years working with brands

Award-winning columnist for Marketing and Campaign

Derek DayFounding partner

30 years working with brands

Has created and developed global brand ideas for
Mercedes-Benz, Emirates, Unilever, The BBC

Co-author, Creating Passion Brands: how to build
emotional brand connection with customers

Contributor to Marketing and Market Leader

Work published in 11 D&AD Annuals in five creative disciplines

New York One Show Gold winner

What we love