Advisory

The advisory practice is deliberately small. Annette takes on a limited number of engagements a year, working directly with the people accountable for a brand — boards, owners, and chief executives — rather than through layers of process.

Engagements typically fall into a few shapes: brand strategy and repositioning, for companies whose market has moved faster than their brand; brand assessments, a structured read of a brand across the four dimensions; and M&A brand diligence, advising acquirers and investors on what a brand is actually worth and what it will take to keep it. Where an engagement needs more hands, Annette draws on a network of long-standing associates.