Workshops
Learn something new. Solve something real.
I design English-language workshops for teams that need new knowledge and a shared language — or need to put a real brand problem on the table and move it forward together.
Brand strategist · AI specialist · Keynote speaker
AI is changing how customers discover, evaluate and choose brands.
I help brand leaders prepare for that change — by building brands that are distinctive, discoverable and chosen.
Building brands since 2000 · Author of three books · AI educator chosen by Google
Experience
Brand strategy since 2000. AI expertise recognised by Google.
I have helped organisations including SONY, HBO and Orange build stronger brands.
Google chose me to teach AI in its Skills of Tomorrow programme.
SONYHBOOrangeGoogle
Selected to teach AI in Google's Skills of Tomorrow programme.
A new route to brand choice
AI is not merely another channel.
Your competitors use it to produce more communication, faster. Your customers use it to explore a market, compare options and make sense of evidence. Increasingly, AI stands between a question and the brands that enter the answer.
That creates three strategic problems.
- 01
Competent communication becomes common.
- 02
Discovery is mediated by machines.
- 03
Being included in the answer still does not mean being preferred.
In this world, a strong brand must do three things exceptionally well.
Distinctive · Discoverable · Chosen
Distinctive
Be recognisable when everyone can produce competent work.
AI gives every competitor access to fluent copy, polished images and endless variations. Correct is no longer distinctive.
Your brand needs a clear position, recognisable assets, proprietary knowledge and communication that could not have come from anyone else using the same prompt.
Discoverable
Enter the answer before the customer builds the shortlist.
Customers no longer discover brands through search results alone. AI systems interpret questions, narrow the market and summarise what appears credible.
Your brand needs to be easy for people and machines to find, understand, verify and recommend. That means GEO, useful content, consistent entities, strong evidence and knowledge structured to travel.
Chosen
Understand how choices are made — then design your brand to win them.
Being visible is not the same as being wanted. Choice still depends on memory, meaning, motivation, trust, risk and context — forces that do not disappear when AI joins the decision.
Understand those forces and you can shape the positioning, offer, story and experience that make the brand easier to choose.
The Brand Choice System
Four layers behind a brand that gets chosen.
Distinctive, discoverable and chosen describe the destination. Memory, meaning, motivation and machine readability show where the work needs to happen.
The Brand Choice System is a framework I am developing to connect brand strategy, consumer psychology and AI in one practical view of choice.
01
Memory
Does the brand leave something people can recognise and retrieve?
Distinctive assets, category cues, stories and repeated associations help the brand enter memory before the buying situation arrives.
02
Meaning
Do people understand what the brand stands for and why it matters here?
Positioning, context and evidence turn recognition into a relevant interpretation instead of an empty impression.
03
Motivation
Does choosing the brand feel worthwhile now?
Needs, goals, emotions, social context, perceived effort and risk shape whether interest becomes action.
04
Machine Readability
Can AI find, understand, verify and recommend the brand?
Clear entities, consistent facts, structured knowledge, credible sources and quotable expertise help the brand survive machine-mediated discovery.
The layers do not operate separately. A brand can be easy for AI to find and still easy for a customer to forget. It can be distinctive and still give people no reason to act. The work is to make the whole choice system stronger.
Keynote speaking
Make them laugh. Give them something worth repeating.
Your audience should learn something new. They should also have a genuinely good time doing it.
I combine sharp insight, memorable stories and humour to make complex ideas about brands, consumer psychology and AI feel clear, relevant and surprisingly entertaining.
I have been speaking professionally for more than 17 years and spoken to audiences from Victoria and London to Prague and Warsaw.
The subject is shaped around your event. The promise is constant: an intelligent keynote that knows it is also responsible for the energy in the room.
Brands · Consumer psychology · Artificial intelligence · Storytelling
All international keynotes are delivered in English.
Work with me
When the idea needs to become a decision, a skill or a way of working.
One-to-one consulting
Bring me the brand decision you are tired of circling.
One concrete question. More than 25 years of brand strategy, consumer psychology and practical AI. Sixty focused minutes to turn uncertainty into a useful next move.
Ideas you can inspect before you hire me
Notes for brands learning to live with AI.
I write about the point where brand strategy, consumer psychology and artificial intelligence meet. Not a daily tour of new tools, but arguments, models and practical questions that should remain useful after this week's product launch has left the timeline.
Newsletter
Useful ideas for an unavoidable change.
Mimisbrunnr — Brand Choice Notes for the AI Age
AI moves quickly. Strong brands cannot afford to confuse movement with direction.
In Mimisbrunnr, I write for leaders who want to understand what AI changes about communication, discovery and customer choice — and what remains stubbornly human.
Expect clear arguments, practical models and questions worth taking back to the team. Enough substance to remain useful after this week's favourite tool has changed.
I write when I have an idea worth developing — not to fill a schedule.
No daily noise. Unsubscribe whenever you want.
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Book
Narratology
The power of stories has always been in you. Tame it. Develop it.
Stories do not make a weak idea true. They make meaning easier to see, remember and share.
In Narratology, I explain the structures that make stories capture attention, carry meaning and move people to act — and how to use them in brands, presentations and everyday communication.
Distinctive. Discoverable. Chosen. Let's build all three.
Invite me to speak, bring me in to work with your team or book a focused conversation about the brand decision in front of you.