andy wheatley
independent brand strategist
hello.
I’m an independent brand strategist. I work with all types of brands but specialise in advising entrepreneurial SMEs, private equity backed businesses and those preparing for sale or looking for further investment.
I’ve been a Managing Director, Chief Marketing Officer and Chief Commercial Officer and have almost 30 years of brand strategy experience.
I have also advised both governments and politicians and have significant expertise in ESG-focused communications that encourage sustainable and ethical behaviour change.
About
I started out in media sales at Haymarket Publishing in London in 1994 before moving to Interbrand in 1997 where I began my brand strategy journey. I then joined The Brand Union where I was Business Development Director for the Asia Pacific region based in Singapore and then Managing Director of the Bangkok office. Since then I’ve been a Director at several award-winning UK agencies, a Chief Marketing Officer, a Chief Commercial Officer and now run my own consultancy, HMKD, advising CEOs, business owners and senior management teams on brand and communications strategy.
I cut my teeth working with global brands but now spend most of my time applying that experience to help SMEs and private equity backed businesses who prefer a more personalised experience than working with large agencies.
I’m half Singaporean, half English, have lived and worked in the UK, Middle East, Africa and Asia Pacific and travelled extensively. It’s given me an international and multi-cultural approach to life, which comes with a healthy disregard for rules and the status quo.
I live in the Cotswolds with my wife, our two children and a dog called Field Marshal Juan Pablo Cardoza.
approach
Every brand strategist has a methodology. Mine is called Brand DNA. It’s based on 25 years of experience but, like everybody else’s, it’s just a process and is less important than my philosophy.
I believe that branding has become over-complicated and that the best brands are simple. That doesn’t make them easy to develop but it does mean understanding the basics and sticking to them. It’s about discipline, relevance and revenue, not big words or fancy methodologies.
I also believe that brands are one of the world’s most powerful and important influencers of human behaviour, and with that comes responsibility. Above all, I want work to be enjoyable and rewarding and collaborate with like-minded people who are positive and open-minded.
SERVICES
I provide advice on all aspects of branding, most of which will come under one of the headings below. However, I know that sometimes they don’t fit into a nice little box. They tend to be more complex and nuanced than we want them to be but whatever your brand challenge is I’ll either be able to help you or point you in the direction of somebody who can.
BRAND STRATEGY
BRAND PROPOSITION
BRAND POSITIONING
BRAND MANIFESTO
BRAND ARCHITECTURE
BRAND PORTFOLIO MANAGEMENT
BRAND NAMING
BRAND INNOVATION
NEW PRODUCT LAUNCHES
BRAND VISION, MISSION & VALUES
MARKETING STRATEGY
ADVERTISING CAMPAIGNS
EXPERIENCE
Over the last 25 years I’ve worked with all kinds of brands in pretty much every sector, across global MNCs, entrepreneurial SMEs and private equity backed start-ups. From automotive to zoos and everything in between, including governments, future Prime Ministers and even space travel. You’ll find a selection of these below but there’s far more in my portfolio. Please contact me for more details and case studies.
(If you’re viewing this on a mobile you might need to refresh the screen to see the portfolio)
