Business Strategy

Stand up for a cause that inspires customers and employees

Caffeine is a strategic consultancy specialising in brand-led business growth.

We work with a diverse range of clients from the boards of multinational corporations, through to the founders of fast-growing start-ups from industries as varied as financial services, education, energy and automotive. 

What our clients have in common is they want growth, and they want it fast.  

We define your organisational purpose, translate it into a brand-led business strategy, and help you to operationalise it.

Brand Purpose

Articulate why your brand exists and what it is here to do.

Brand Strategy & Architecture

A unique DNA for your brand including purpose, positioning and proposition.

Brand Creation & Development

Your strategy distilled expertly into a distinctive, consistent and comprehensive brand identity.

Brand Promise

Articulate what your customers should expect from their experience with your brand.


Focus the team, create alignment, accelerate change.

“The team at Caffeine is experienced, alert and delivers thinking that helps solve business problems and add value. And no froth.”



  • Brand-led Business Strategy ·

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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  • Employee 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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  • Brand-led Business Strategy ·

Good PR for your HR won’t compensate for a poor Customer Experience

This month, telecoms giant Virgin Media O2, announced that it would offer staff free gender transition therapy in order to provide “support and allyship to people from marginalised communities”. Unfortunately for the customers of Virgin Media O2, the spirit of generosity that the brand shows its staff, does nothing to gloss over a dismal customer experience. Virgin O2 have to be very careful not to drive a gap between their employee experience and their customer experience. Otherwise, this chasm will cast a shadow on the very purpose of the brand itself.
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