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.”



  • 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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  • Brand-led Business Strategy ·

Four questions to ask your agency in the pitch

Earlier this month the extraordinary case of a fake marketing agency was the feature of a BBC expose. Mad Bird was created entirely online, the people hired were not salaried, had never worked with each other nor even known the founder. An extreme case of ‘fake it til you make it’ and a timely reminder that when an agency ‘pitches’ to you they’re going to be putting on their best face; So how can you tell what’s fact and what’s fiction?
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Purpose, Pay or Perks?
What Matters Most to Employees.

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