Stimulating growth through  brand strategy customer experience employee engagement

FT UK's Leading Management Consultants 2022 - The Caffeine Partnership

We know how businesses grow.

Businesses grow when they deliver exceptional value to both customers and employees.

Customers and employees are disproportionately attracted to businesses with a strong sense of purpose.

Purpose-driven businesses do three things differently:

Stand Up

through a purpose and brand-led business strategy

Purpose-led businesses gain:

0 %
more profit*
Stand Out
from the competition through a distinctive customer experience

Distinctive experiences create:

0 x
more customer loyalty*
Stand Firm
by creating a culture that creates and fosters engaged employees

Purpose-led businesses realise:

0 %
more employee productivity*

*Sources: Gallup 2020, Kantar/BrandZ 2020

Caffeine and Smith+Co provide an unrivalled combination of expertise to: create and operationalise purpose; create meaningful experiences for employees and customers; deliver measurable returns.


We define your purpose, translate it into a business strategy and, together with our partners Smith+Co, make it meaningful for your customers and employees, and deliver measurable returns.

We focus on three core areas:

Brand-led Business Strategy

A growth strategy that inspires customers and employees


A distinctive customer experience that sets you apart


A culture that enables and empowers employees
Spider web, your purpose in business

How fit for purpose is your business?

Compare your brand to the world’s most purposeful businesses.

On Purpose the book

Written by Caffeine and Smith+Co founders Andy Milligan and Shaun Smith, and taking examples from the world’s most loved brands, On Purpose sets out how to define your organisation’s purpose and deliver it to your customers and employees.

A must-read for anyone looking to harness the power of their brand to unlock growth.

On Purpose Book Mock Up, business book

Knowledge Centre

Our latest tools, insights, whitepapers, articles, models and industry thoughts.

  • Brand-led Business Strategy
  • Customer Experience

Brands Behave or Beware

Brands seem to struggle with striking a balance between bad behaviour and virtue-signalling. You don't need to be a saint, just have a moral compass. Brand promise reinforces your purpose; it replaces or aligns the numerous disconnected missions, visions, company values and customer charters evident in so many organisations that are often contradictory, confusing and of little practical value in running a business. And it’s the heartline that runs throughout your customer experience.
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About Andy, Meet the team at The Caffeine Partnership
Simon Bailey, meet the team at The Caffeine Partnership
Louisa Clarke, meet the team at The Caffeine Partnership
Ged Equi, meet the team at The Caffeine Partnership
Jo Liddell, meet the team at The Caffeine Partnership
Shaun Smith, meet the team at The Caffeine Partnership
Sophie Langham, meet the team at The Caffeine Partnership

Meet the team

The Caffeine promise is that you only get experienced people with the expertise and energy to help you solve your problem.

The company we keep

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