Building brands for maximum influence inside and out
Strategy that sticks is strategy that scales
Cultural edge,
Strategic depth
Our brand strategy solves that by:
- Aligning leadership around a shared business and brand ambition.
- Clarifying how the business creates value — and why it matters.
- Building belief, consistency and inspiration across teams and partners.
- Fueling long-term growth with insight and momentum.
Our approach is designed to:
- Find the sharpest expression of your cultural and commercial edge.
- Codify the brand framework, narrative, and behaviours that drive consistency and conviction.
- Activate with Common Interest, so it resonates with the people who matter most — inside and out.
We combine a direct link to culture — through our Common Interest collective — with deep strategic rigour. The only brand consultancy with IPA effectiveness accreditation.
Building growth
from the inside out
Organizations must perform while they transform by:
- Inspiring shifts in mindset and attitudes.
- Equipping people with the knowledge, skills, and tools to deliver successfully.
- Sustain the strategy through intentionally built, adaptive cultures.
- We translate strategic ambition into everyday action.
- We align people, teams, and systems to growth goals.
- We build capability, competency, and belief from the inside out.
Winning hearts and minds at scale
We’re experts in making strategy real across the full brand experience — translating it into the assets and activations that:
- Win hearts, minds, and market share.
- Embed consistent narratives across teams, channels, and moments.
- Show up in the world with impact — from investor decks to brand campaigns.
- Create experiences that drive preference and retention.
We combine strategic clarity with creative depth — working alone or alongside our Common Interest partners to bring your brand to life everywhere it matters.
Our approach includes:
- Defining the core narrative that connects brand to audience.
- Crafting messaging that adapts across formats, markets, and moments.
- Building cultural playbooks to guide how your brand shows up in the world.
- Partnering to create identity, activation, and communications that travel.
Whether it’s your internal teams, existing agencies, or our Common Interest collective, we partner in the way that works best for you.
Steeped in theory,
bloodied by practice
Brand thought leader; co-author of CMO Thrive Guide; published in FastCo and Forbes. Led brand strategy for likes of Airbnb, Netflix, Monzo, Pinterest & Pepsi. Effectiveness pioneer & member of the IPA’s ELT. Helped Chiat Day LA achieve the highest global Effie ranking as CSO. Led strategy at Zag (VC arm of BBH), driving brand marketing for leading European tech disruptors. Failed Rock Star: graced stages in London, Paris, & Leicester.
Born in Montreal, raised in LA, forged in NY, tempered in SF. Led strategy for global icons like Airbnb, Disney, HBO, Nike and Walmart, and the next generation of ambitious brands like Chime, Instacart, and Headspace.
Love for the intersection of strategy & creativity inspired a career that spans management consulting at McKinsey to CEO at Redscout. His degrees from Yale in Art History and Law are only useful when arguing the true meaning of beauty.
Born in Mumbai, raised between London and the Bay Area.
Led design teams at IDEO, was a product planner at Media Arts Lab (Apple), built and led Google Cloud’s creative/ brand team. At 21CB, works with global brands – including The Lego Group, LinkedIn, Peloton, Pousaz Philanthropies and Flo Health.
Also a writer, her novel The Strangling Fig comes out summer 2026.
Over 20 years experience in creative organizations ops. Set up businesses from the ground up in 3 continents, and worked at IDEO for a decade, running finance & operations globally for the final five. Has a degree in philosophy, and can be very argumentative as a result. Spent too much time in unsuccessful UK indie bands in his twenties. Bedford, England transplant, now residing in Marin, CA, trying to keep up with his three amazing daughters.
From designer to entrepreneur to change-champion. Fueled by his passion for brand, culture, and creative problem solving, he’s an expert in leading change, inspiring people to action, and creating cultures of innovation. He’s helped some of the world’s most iconic businesses—Bose, Ford, Humana, J&J, Nestle, SCJohnson, and more—transform through the lens of brand.
An avid adventurer, who often enjoys the journey as much as the destination.
Graduate of VCU Brandcenter. Agency work includes Coca-Cola and Airbnb before shifting client-side to Lyft. Led Integrated Marketing at Old Navy launching their brand values platform, Imagine Mission. Spent several years as a TV reporter and local talk show host in the US. Virgin Islands before working as a government liaison to the press. When not building the world’s most ambitious brands, you can find her on the dance floor.
Board Director (GoFundMe, Peloton, AboveBoard), Investor, and Strategic Advisor. Former CMO at Airbnb, and Global VP at The Coca-Cola Company. Worked for 15 years for some of London’s most creatively recognized ad agencies.
Self-proclaimed ‘Brand and Culture Geek’–loves nothing more than finding the significant cultural white space for brands & businesses to own + helping founders/CEOs earn a disproportionate share of category success.
Red Bull alumni and advertising background.
Partnered with some of Europe’s most exciting tech founders including Depop, VanMoof, Flo Health, Bumble & reBuy.
Marketing Academy Scholar. Named in Campaign’s Female Frontier Awards 2021.
Her Greek roots means she’s an expert host. Loves getting lost in art galleries. Sangyé Yoga School is her sanctuary.
Worked in and led creative agencies including BBH, Mother, and TBWA making globally famous advertising for Coca-Cola, British Airways and Adidas. Won a Cannes Grand Prix in 2021. Co-authored The Rebuilders: Going From Setback to Comeback in Business and Beyond.
Vocal advocate for gender equality in business; featured in Timewise Power List; voted Best Leader in Marketing by Women in Marketing Awards; won Campaign’s Female Frontier Award.
Award-winning brand strategist and start-up CMO. Ex-BBH Head of Strategy, Sony Music in-house creative lead, Redscout co-founder and founding CMO of a $10bn EV unicorn. From Beyoncé to boardrooms, Dan has helped build brands that move culture and markets. Now doing the same for the world’s most ambitious companies at 21CB.
Featured in Fast Company and books including James Hurman’s ‘The Case for Creativity’. Spent an incredible decade in the brand management team at PepsiCo. Subsequently has specialised in facilitation and creative capability building. Started out as an account executive at KLP Euro RSCG. Founding Head of Creative Capabilities at Contagious, Partner at Freud Communications. Tutor in Creativity at D&AD. Loves Borscht Belt Jewish comedy.
