FIELD NOTES

Notes on difference

The principles behind business distinctiveness

Field Notes explores how unique businesses shape differentiated propositions. I uncover and share the secrets behind commercially compelling brands: What makes people stop and pay attention; the unorthodox techniques that originate these ideas; and how design and aesthetics change how customers feel and behave.

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Ideas for founders and creative leaders who want to stand out

  • The Judgement Problem: How Human Judgement Builds Brand Distinctiveness

    Professionally executed brands are becoming forgettable - but trained human judgement can create distinction

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  • Customer Experience Strategy in the AI age: How brands can use technology without losing emotion, trust or distinctiveness

    Successful brands are using technology selectively to protect and enhance what really matters to their customers

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  • What Is Brand Experience Strategy? (And Why Most Brands Get It Wrong)

    In 2026, most brands are polished, but weakly felt by customers. That gap is a strategic problem, and it’s where commercial value is decided

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What I write about

Four recurring threads

In Field Notes, I return to a set of provoking ideas that make, or break, business success -

  • The methods and mindset behind developing insights that might otherwise remain hidden, but that shape how a brand feels. And why these are essential for enhancing brand value

  • How to learn and develop the creative mindset and methods that allow you to stand out and stay distinctive - while your competitors blend into the crowd

  • Developing sound judgement matters more than ever in the AI-first age. I investigate how teams and individuals can develop their critical thinking skills

  • The role of aesthetics in enhancing the brand’s meaning, and the customer’s emotions and memories through cleverly designed experiences

Get in touch

Shape a brand people remember

Work with me to notice what your competitors have missed, and translate it into a distinctive point of view.

I’m based in London, and work with founders and creative leaders committed to building businesses that stand apart from the crowd.

Email Fiona →
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