Judgement-led BIG IDEAS for brand, marketing and AI
Most marketing doesn’t fail because it’s badly executed.
It fails because the decisions are wrong.
I create BIG IDEAS and practical AI that help leaders make better marketing decisions.
What I do
Choose the outcome you need
These are the three areas where the right BIG IDEA changes everything. I define it – then we ship.
BIG IDEA creation
One idea that drives demand
I create BIG IDEAS that make your brand memorable and commercially sharper across every channel.
Brand creation and re-branding
Distinctiveness people choose
I build clear positioning, messaging and identity so you stand out and sell with confidence.
Artificial intelligence
AI that pays back
I design practical AI workflows that increase leads, reduce costs and protect brand quality.
Results in action
Proof you can scan fast
A few examples of work where one clear decision changed everything.
BIG IDEA
Volvic
Distinctiveness built for memory and choice.
Brand system
Brand repositioning
Sharper positioning that made the offer feel higher value.
AI with standards
AI systems
Speed and quality without brand damage.
Featured case study
AJ Products
Case study
Awareness and demand
One clear direction that improved cut-through and commercial performance.
What changed
Clearer positioning. A stronger idea. More consistent activation. Less waste.
If you want the same outcome, start with a discovery call and I’ll pressure-test where a BIG IDEA would create the most impact.
Trusted by global brands
Experience you can borrow
Trusted across drinks, retail, media, tech, automotive and healthcare – shaping ideas that cut through the noise and drive results.
Testimonials
Clarity that moves things forward
“Mip’s strategic advice and innovative ideas were game-changing.”
Nikki J Owen“He brings clarity, speed and commercial thinking – not noise.”
Natalie Mead“The work was sharper, faster, and the direction finally felt obvious.”
Simon ThomasIdeas Lab
Ideas in the wild
Brand swaps
Speculative ideas that show how I think.
BIG IDEA breakdowns
Why certain campaigns stick and sell.
Strategic experiments
What happens when one clear decision leads.
Quick answers
Ask my AI Assistant
Ask my AI Assistant for quick answers on BIG IDEAS, branding or AI – and get links to the right page.
Next step
Ready for a BIG IDEA that moves your brand forward
Book a free discovery call and I’ll pressure-test your marketing to identify where a BIG IDEA will create the most impact.