TED Community » Steve Cook

About Me

Brand Strategist and Consultant with my own brand 'Psyche' - that which is responsible for ones thoughts and feelings. Brand strategy influences every organisations direction, structure, leadership, culture, decision making mechanisms, operation, offers, communication and audience advocacy. I work at any and all of these levels.
25 years experience, initially as a creative director in advertising agencies then migrating to strategic planning and ultimately brand strategy as a critical influencer for business strategy. Was Global Head of Brand at the Royal Institution of Chartered Surveyors and have developed key brand strategies for Vodafone, Mercedes Benz, Viagra, The AA, Siemens, Bosch, SCA, The Royal Institution, The Chartered Institute for IT, Pfizer, Bayer and many others.
Professional key skills: Strategic brand definition and development, Strategic planning, Brand management, Internal culture change and organisational alignment, Advocacy building, Brand/concept creation, campaign management/implementation, team management, presentation and public speaking.

Highly experienced in working as a consultant to both businesses and public sector organisations across many market sectors.

Equally at home working as an external consultant or embedded within client businesses on longer term contracts.

United Kingdom, Oxford, London
Current organization:
PSYCHE Brand Consultancy
Past organizations:
Purple Frog, Royal Institution of Chartered Surveyors, Langland ADM
Current role:
Brand Strategist
Areas of expertise:
brand strategy, Leadership mentoring , Internal Branding, Creativity Consultant & Presenter

More About Me

I'm passionate about

Ideas, brand, people and how to reach them, throwing rocks in meetings then giving justification for this action, presenting to resistant audiences, social media, integration, creating change.

An idea worth spreading

Brand is everything and without deep creative and strategic thinking about brand supported by complete conviction, passion and ongoing development from everyone engaged with brand custodianship (that's everyone), businesses and organisations will die. In todays world there is very little time to be dynamic let alone to ponder and debate, so the most important part of brand development is leadership and drive - from everywhere within and outside the business. Let the brand create this culture and the culture will support the brand. Finally, I wish business people would drop the posturing and start behaving like people. Emotion is a large part of brand so lets see some real emotion coming from brand owners.

Talk to me about

Anything, everything that is causing you pain within your business or organisation. I guarantee that the solutions lie somewhere in your brand.

People don't know that I'm good at

Listening. Most expect me to talk and share my ideas, analysis, concerns - provide answers etc. I listen and absorb - its how I get most of my insights and truths about brands.


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