Strategist at Large
Paul Allen is a London-based brand strategist with extensive agency and client experience.
An expert generalist, he's done a bit of everything over the last 18 years. He's worked in-house at Lloyds Banking Group and the News Media Association. And at a range of leading brand agencies, including Saffron, DixonBaxi, That Thing, Ragged Edge, Don't Panic Partners and ChapterX.
Work. Work. Work.
The stuff brands and agencies need
Brand thinking
Getting under the skin of brand challenges. Immersion in the business, customer, market and competition to define the real challenge. Exploring the shifts a brand needs to make to succeed.
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Stakeholder interviews
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Audience definition
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Category and competitor analysis
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Opportunity framing
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Strategic narratives
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Research briefing and synthesis
Brand writing
Turning thinking, understanding and direction into words that people understand and care about. Clear, distinctive presentations that convince clients to act. Clear, inspiring briefs that get designers going. On-brand writing that gets customers buying.
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Brand voice and tone of voice
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Naming and taglines
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Messaging frameworks
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Brand storytelling
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Brief writing
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Comms strategy
Brand doing
The big foundational stuff that shapes what a brand stands for, who it's for and where it’s going. Clear, robust thinking and big ambitions distilled in the strategic tools a brand needs for great stuff to happen.
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Brand positioning
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Brand architecture
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Vision, mission and values
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Purpose and propositions
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Rebrands and refreshes
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Go-to-market strategy