Humanizing a brand so people feel more emotionally connected.Brands can feel serious, fun, defiant and caring.Brands humanize themselves not through a single feeling but blends of multiple archetypal feelings and needs that they blend in different ways over the customer experience. Mirroring not just a single need but the complex and sometimes opposing needs people feel. Making their brand story feel more authentic and distinct – more real, relevant and rare to the need's of their audience.RADNB helps you tune into and analyse 60 primary archetypes that help brands tell their story. Providing unique strategic and creative insights at each stage of a brand’s development. Specifically how brand’s blend multiple archetypes around different messages, channels and at different points of the customer experience. To make their stories and brand more distinct, relevant and emotionally engaging.Used across each phase of a brand’s development: Discover, Define & Design

I specialise in creating enriched experiences that allow people to connect emotionally with a brand – identifying strategic insights and developing creative solutions that build a brand’s long-term equity while generating short-term revenue. For a brand to maintain an emotional connection with consumers, it needs to bring creative ideas to market continuously, in co-creation with their communities and employees.I help companies around the world to communicate who they are and build their brand, and have had a huge impact on the success and profitability of numerous organisations by helping them to tell a clear, distinct, powerful and (most importantly) more emotive story – one that touches and inspires the imagination. I find creative, authentic and targeted ways to express and communicate that story, ensuring unison between story and storyteller. By understanding the psychological drivers behind our motivations – why we choose to buy from, give money to, work for or invest in one organisation over another I help organisations find their distinctiveness.Why I love doing thisBranding is about selling and that has its own special buzz, whether that’s selling a company, university or a good cause. But branding also impacts people’s lives, in very deep and profound ways, from consumers to employees, from families to society. So, for me, brands do good things when they make people feel something positive and meaningful – when they have a higher purpose than just trying to sell stuff. If brands deliver on this promise, then in return people will give more money, time, and effort and will stay loyal longer. Creativity alone is often what makes a business stand out – how creative the design of its customer experience, products or communication is. I help people in businesses be more creative.Helping people to become instinctively creative has now become my passion: to help people live a truly creative life.

Educational clients have included, Oxford University Press, RM Education, Tribal, Kingston University, Oxford Brookes University, University of Gloucestershire, Middlesex University, and Bournemouth University.Richard recently advised HFCE on 'distinctiveness within universities’, was the keynote speaker at Radboud University in Nijmegan on personal branding, is a regular lecturer at Kingston University, and has written the lead article for TES on rebranding Further Education.Non educational clients have included, Post Office, Friends Provident, NFU Mutual, Cadburys, Honda, and a range of small to medium businesses.Richard's highly collaborative approach of running individual workshops to rolling out organisational wide engagement programmes, is a result of his life-long love of learning and sharing knowledge with others. This has led to Richard working on several large scale transformation programmes and to deliver various lectures and talks on branding, design and creativity across Europe. He is a regular lecturer at Kingston University and at the Institute of Technology at Tralee.Design-trained, qualified in marketing, and with a passion for behavioural psychology, he has fused these skills together to create an engaging and inspirational speaker who takes you out of your day-to-day thoughts.Richard has been Head of Brand Strategy at Accrue Fulton for over five years. Before that he was Head of Strategy at several London agencies and MD of publishing design businesses in the UK and in Italy. In his current role at Accrue Fulton he has developed a range of conceptual models including Brand Texture™ – a methodology for driving deeper engagement between brands and people. Ultimately giving the brands a more authentic voice and deeper and richer connections with its different audiences.

I specilise in developing corporate brands. Changing how people feel and behave towards that company through the experience the brand provides. Be that through advertising, annual reports, literature, web and employee engagement.

I run a team of creative thinkers, writers and designers who help tell an organisation's story