Since 1984, naming, brand storytelling and verbal brand identity consultancy Globrands, of which I am the director, has been working for companies and organisations in transition that are not only looking for a name, but also want a potentially strong brand to make their plans possible. A distinctive name that meets all the criteria and lays the foundation for achieving their goal: building the new brand they have in mind. I help companies and organisations to continue to innovate and lay the foundation for new brands.

Over the years, the demand has expanded to include thinking along in concept and proposition development, structuring brand portfolios and name systems, brand and brand strategy and brand-oriented manuals. Brands must remain relevant by distinguishing themselves in a world that is constantly changing. They achieve this by staying true to their essence, but also by developing new brands or sub-brands with vision that can respond to new opportunities.