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.

  • Brands
  • Customer Experience
  • Employee Experience

Being The Brand

When the strain upon the operations of a company is too much for the system itself, what hope is there for a brand to inspire or maintain customer loyalty? The last line of defence for the brand, when the systems fail, is the relationship between the staff and the customer. When ‘push comes to shove’ your people are your brand.
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  • Employee Experience
  • Brand-led Business Strategy
  • Customer Experience

Richer Experiences Make Richer Brands

There’s no such thing as the perfect brand. However, our decades working with leading brands to help them with their brand experience, have shown us that there are clear winners across every market and in every sector. These are the brands who stand up, stand out and stand firm. And with a full trophy cabinet and a much-studied business model, Richer Sounds is undeniably one of these brands. 
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  • Employee Experience

The Employer Brand

Work culture is a vital ingredient to sustaining success, but how does a brand create and then sustain that culture? The answer is through creating an employee experience that mirrors the customer experience. Ronan Dunne, former CEO of O2 and current Strategic Advisor to the Verizon CEO, sums this up well: ‘If you cannot turn your employees into fans there’s no way that you will turn customers into fans.’
Read More »
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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