Brand Marketing Insights
Build a brand people recognise, trust and choose
If the brand is crystal clear to you but not to your market, you are in good company.
I am Marie, a fractional CMO working with founders and lean teams across Europe in both B2B and B2C. If you have little or no marketing resource and want senior leadership without a full time hire, I help you turn good ideas into a brand people recognise, trust and choose, then keep it consistent as you grow.
You will find practical pieces on the jobs that matter most. How to sharpen positioning and prove it in the market. How to rebrand with confidence without losing hard won equity. How to build a tone of voice that sells, not just sounds nice. How to choose the right brand architecture as you add products. How to name things simply. How to create distinctive assets people remember. How to write brand guidelines people actually use. How to tell a story that converts and scale your message across channels. How to run a fast brand audit and track brand health with a handful of useful metrics.
Pick what you need today, apply it this week, and come back when you are ready for the next step. If you want a partner to think it through with you, I am here.
Brand architecture that scales: masterbrand, sub‑brands, and when to choose a house of brands
A founder-friendly guide to structuring your brand portfolio so growth feels simple to customers and sustainable for teams. Understand masterbrand, endorsed, and house-of-brands models with decision criteria, examples, and a practical rollout plan.
Distinctive brand assets that drive recall: build memory structures your buyers recognise fast
A brand-led, practical guide to creating, testing, and governing distinctive brand assets so your business is recognised faster and chosen more often. Includes examples, research-backed principles, and a rollout plan for SMEs and startups.
Brand guidelines people actually use: turn a static PDF into a living playbook
Most brand guidelines are beautiful and ignored. This brand-led guide shows founders and marketing leaders how to build a living, usable playbook that speeds up teams, improves quality, and protects equity across every channel.
Signature phrases and taglines that stick: how to coin, test, and roll out lines buyers remember
A brand-led, practical guide to crafting signature phrases and taglines that feel true, travel across channels, and lift recall without turning into slogans nobody believes. Includes tests, examples, and rollout steps.
Visual identity that works everywhere: a flexible system for founder‑led teams
A brand-led, practical guide to designing a visual identity that is legible on small screens, easy to produce in-house, and consistent across website, sales, product, and social. Templates, tests, and a rollout plan included.
Category entry points that grow your brand: map buying triggers and bake them into message and design
People buy in moments, not in funnels. This Playbook shows founder‑led teams how to identify category entry points, turn them into language and assets, and increase mental availability across channels.
Founder brand versus company brand: how to scale beyond a charismatic lead without losing the human edge
When buyers know the founder better than the business, growth can stall. This Insight Explainer shows how to separate and synchronise founder brand and company brand so you gain reach, keep trust, and scale with confidence.
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