In your corner.In the ring with you.
Brand coaching from someone who's been in your seat.
I've run an agency in Amsterdam, co-founded a gin distillery in Singapore, and led the brand for a startup in Tokyo. I know what it's like in the real world, and I'd love to hear your story.
Talk to CharlieWho I work with
Starting something
You've got the idea and maybe the product. Now you need people to get it in one sentence and pick you over the alternative.
Rebranding
What you say no longer matches who you've become. Maybe you've grown, shifted, or outlived the story you started with. Let's find the one that fits now.
Need someone to spar with
No project, no brief. Just a decision you keep circling, and you want someone who'll take it seriously and push back.
I'd rather ask you the right question than sell you the wrong answer.
Brand strategy
Positioning and story: the foundation that makes copy, design and product easier to get right. Fixed scope, a clear finish line, no open-ended retainer.
Round one
Twenty minutes, one decision you keep circling. Free. If there's more to do after that, we'll figure out together what it looks like.
Where I've been
Amsterdam
I started out running my own ad agency. That's where I learned that a good brief beats a clever idea.
Tokyo
I was Brand Director at FIGS, an investment app backed by a Japanese bank. It didn't go the way we hoped, and it taught me more about startups than any success could have.
Singapore
In 2018 I co-founded Tanglin Gin, Singapore's first craft gin distillery and one of Asia's most awarded spirits brands. That meant building a brand from nothing, with our own money on the line.
Silicon Valley
Now I'm in Palo Alto, helping companies find the story that's actually theirs.
I've been on the winning side and the losing side. Twenty-five years, four cities, and both taught me things a textbook can't.
Let's talk.
Tell me what you're working on. I usually reply within a day.
Want to skip ahead? Book a free 20-minute talk directly.
Or email me: charlie@brandfoundations.com