Advisory

Notice-Differentiate Advisory

Strategic counsel for continually developing your edge.

An advisory partnership for founders and brand leaders who recognise the need to consistently shape their positioning, customer experience and growth.

I bring an experienced outside perspective that helps businesses notice what’s changing, challenge deep-set assumptions and keep your brand distinctive, and constantly in motion.

BEST FOR:
Founder-led and experience-led businesses committed to growth.
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Why now

Protect your edge as markets change and customers evolve

Failing to recognise that everything is always in motion is typically what causes a brand to lose relevance. It happens gradually: through fear of change, aversion to risks, and adhering to the status quo.

The business creeps closer to average. But no thriving business should be content with average.

The Advisory creates space for you to look at the wider picture. Together we implement strategies that will ensure your brand’s edge evolves, continually.

To be relevant means being in constant motion.

What we work on

Strategic support around the decisions shaping brand evolution

Our focus varies depending on your challenge. It may cover positioning and customer experience one day, and brand expression, innovation or growth the next.

That’s the advantage of an unorthodox approach.

  • Clarifying what your brand should stand for, and why customers should choose it.

  • Keeping a close eye on your changing customer and wider landscape, and interpreting what those signals mean for your business.

  • Implementing structures and methods for continual customer and cultural learning.

  • Exploring where the brand could evolve, while staying attuned to your distinctive point of view.

  • Reviewing and critiquing concepts, campaigns and ideas for business relevance prior to investing.

  • Support in selecting and managing creative vendors, agencies and third parties.

you gain

Six ways the Advisory builds your brand over time

  1. An expert, independent perspective that challenges the status quo

  2. Regular identification of overlooked opportunities to retain your relevance

  3. A focused partner for developing and grounding strategic decisions

  4. Strategic coherence across brand and experience evolution

  5. Development of a cohesive, long term strategic viewpoint

  6. Continual momentum

The Noticing-Differentiation method

A disciplined way to look beyond the obvious and stay continually fresh

In the Advisory, my proprietary method becomes an ongoing strategic lens, helping you stay original and commercially relevant as the landscape evolves.

Diagnose

Identify strategic gaps where the brand experience is drifting towards average

Notice

Spot overlooked opportunities in customer behaviour, culture and market shifts

Interpret

Focus on what matters - translating signals into decisions the business can act on

Differentiate

Develop distinctive forward motion - strategy that keep your business fresh

"Fiona brings a rare ability to translate complex insight into clear, compelling strategic direction. She played a key role in shaping our thinking around customer behaviour in the transition to sustainable energy, helping us better understand current mindsets and how to shift them."

— Fernanda Reyes, Head of Customer Experience and Insights, E.ON Growth Studio
How it works

A monthly engagement, shaped around your objectives

Some clients use the Advisory as senior counsel for founder and leadership decisions, while others use it to build stronger processes across brand, customer experience or creative teams.

  • 3-6 month engagement period, consisting of regular advisory sessions

  • Live discussion of current business challenges

  • Review of live brand, experience or customer research work

  • Practical tools and frameworks for brand, customer and creative thinking

  • Light-touch support between sessions for specific questions

Who it's for

Brands committed to forward motion

The Advisory has been developed for:

  • Founder-led businesses

  • Senior leaders in brand and customer experience

  • Businesses preparing for a new stage of growth

  • Teams managing a reposition or expansion, determined to preserve quality and character as they scale

  • Leaders who need senior strategic challenge, but not a full-time appointment

It's especially valuable if you’re asking:

Led by Fiona Maciver

I’m a Brand & Experience Strategist, PhD in Design Strategy, and former UX Research Lead at Meta. I bring together experience from design and research, technology and innovation.

I help businesses develop original thinking and more distinctive brands.

Get in touch

Stay relevant, be in constant motion

I’m based in London, and working with businesses in the UK and internationally.

I work with a limited number of Advisory clients at any one time, to allow me to understand each business closely and offer considered, high-quality counsel. Engagements are tailored to the level and scope of support you need.

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