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 ·

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.
Read More »
  • 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?
Read More »
Thomas J. Williams Radio Station, a component in his brand
  • Brand-led Business Strategy ·

What are the Key Components of a Brand?

This year is the 100th anniversary of the first radio commercial. In the succeeding century, business marketing has evolved to almost unrecognizable levels and brands, in particular, have transformed their role and importance. But though there has been a remarkable transformation in the nature and role of brands, the fundamental things still apply. They’re about differentiation and distinctiveness.
Read More »

Need a shot of Caffeine?

Are you an impatient leader wanting to make things happen?

We can help.

Caffeine's Extra Shot

Sign up here to receive your monthly Extra Shot newsletter.

Privacy Policy
We will only use your email address to send you Extra Shot content and will treat your information with respect. By clicking below, you agree that we may process your information in accordance with these terms. You can change your mind at any time by clicking the unsubscribe link in the footer of any email you receive from us.
We use Mailchimp as our marketing platform. By clicking below to subscribe, you acknowledge that your information will be transferred to Mailchimp for processing. Learn more about Mailchimp's privacy practices here.