I began my career in brands a little over 20 years ago with the grand sounding role of 'Consumer Psychologist'. Working for Unilever my job was to carry out all kinds of weird and wonderful experiments, uncovering insight to improve products and marketing. I loved it. It was analytical yet creative, academic yet commercial. One of the highlights was proving the Lynx effect - yes there's a reason young guys spray half a can every time... and I have a publication in FHM to prove it.It was in the depths of Unilever's Port Sunlight labs that my fascination with people and their relationship with brands began and where my career as a consultant was born. A brief stint in insight and brand development at Unilever was followed by a move agency side to Clear M&C Saatchi. Over 7 years I got to hone my craft creating brand strategies and innovation for some for the worlds biggest brands, from bringing the Joy back to Cadburys to setting Barclaycard off on their digital banking journey. In my last 2 years I ran the Global Innovation practice and supported the running of the UK business as a board member.Today as a Partner at The Foundation I'm continuing to help brands pioneer on behalf of customers. Heading up our strategy and proposition practice, I help brands large and small make choices about who they're for and how they show up in the world in order to create value for consumers/customers and themselves.I consider myself a customer-led brand strategist. I vehemently believe that your brand is your north star, guiding you towards creating customer value. It should define the meaningful difference you intend to make to customers lives and provide the clarity and energy the organisation needs to deliver it.I'm increasingly finding a useful role for my experience and expertise in CX and innovation challenges. For example ensuring an organisations CX strategy is driven by the brand not just generic CX principles or using brand as a platform for experience innovation rather than pure product or service NPD.Years of scientific and qualitative research means I'm adept at squeezing a lot of insight out of not much information whether it's a handful of customer conversations or a quick trawl of social media. I'm an experienced c-suite facilitator and like to think I can help even the staunchest commercial or operational thinker better understand and empathise with their customers and use that to build more effective brands.