From Consumer Insight to Winning Game Strategy
Aligning the worlds of: insights, strategy and activations into Winning Game Strategies that build brands, for real people in the real world.
I specialize in turning insights into strategic assets, crafting brands that stand for something, igniting enthusiasm, and capturing hearts and minds.
SERVICES STRATEGY
GAMEPLAN:
Trend, consumer Insights and positioning
Unveil Your Brand's Future: We dive into trend insights, value changes, and real consumer statistics, equipping your brand with the knowledge it needs to position distinctively in the head of the consumer.
DIRECTION:
Strategic Direction, Advisory and concepts
Charting Your Course: My strategic directions work as a compass to strategically navigate the future and position your brand, product, or campaign in the right, context, culture and community.
DEVELOPMENT:
Brand Activation and Winning Game Strategy
The Winning Game: Aligning the worlds of: insights, strategy and activations into Winning Game Strategies with storytelling playbooks and activations that moves the hearts and minds of key audiences.
"How to identify and align around what really matters "Strategy isn’t just about ideas—it’s about ensuring everyone is aligned on what truly drives success."
STRATEGY OFTEN GETS MISUNDERSTOOD
SO, WHAT’S THE
BIG THING?
Some think it’s about research, selling ideas, or creating slick presentations. But real strategy is about focus.
The Big Thing is the central idea, challenge, or goal that connects everyone’s efforts. It’s the unifying thread that drives success.
As a strategist, my role is to:
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Identify the Big Thing.
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Make it clear.
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Get everyone on board.
WHAT IS THE BIG THING?
THE BIG THING ISN’T
ALWAYS THE SAME
Depending on the context, it could be:
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A Big Idea: A groundbreaking concept that inspires teams to innovate.
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A Big Problem: The core challenge that needs solving to unlock progress.
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A Big Ambition: A bold goal that motivates everyone to act.
Just because the Big Thing is “big” doesn’t make it obvious or easy. Often, it looks like a small thing—until you realize it’s the key to everything. The strategist’s role? To elevate this key focus and make it resonate with everyone.
KEEPING THE BIG THING BIG
THE IMPORTANCE OF IMPLEMENTATION
Even with the best intentions, teams can lose sight of the Big Thing. Here’s what to watch out for:
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The Easy Thing: Choosing a simple but less impactful focus.
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Their Thing: Letting personal agendas override the shared goal.
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The Same Old Thing: Falling into familiar habits instead of pursuing bold solutions.
The Solution: Actively refocus the team whenever distractions arise. Keep reminding everyone how their contributions fit into the Big Thing. By aligning efforts around the Big Thing, you ensure meaningful progress and avoid wasted time and budgets.
The strategist’s role is critical: keeping teams, ideas, and actions focused on what truly matters.
When you identify the Big Thing and ensure alignment around it, you pave the way for real progress. If this approach resonated with you: Let’s Connect! Let’s talk strategy
INSIGHTS, BRAND STRATEGY AND ACTIVATION
FREELANCE CONSULTANT
OR IN-HOUSE STRATEGIST
I have +20 years of experience working with brand strategy and activations, mainly within fashion, outdoor, sports and food & beverage.
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With Above The Clouds, I offer a service as freelance consultant, specialised in aligning the three worlds of: insights, strategy and activations into "Winning Game Strategies". By genuinely accelerate the flow between these three worlds, i create actionable strategic concepts that build real brands, for real people in the real world.​
SELECTION OF PROJECTS
ONGOING WORK: GLOBAL BRAND STRATEGY - HOUDINI
HOUDINI: GLOBAL BRAND,
WINNING GAME STRATEGY
As a strategic brand consultant i am now creating a new Winning Game Strategy for the Houdini Brand Globally. The work is carried out together with Houdini and include Brand DNA and foundation, target audiences, consumer archetypes, customer key needs, communication and messaging, our approach to brand marketing and a new storytelling playbook for activations.
CASE: GLOBAL WINNING GAME STRATEGY, VÉLOSOPHY
VELOSOPHY: GLOBAL
WINNING GAME STRATEGY
As a brand strategy consultant for VÉLOSOPHY, my objective was to create a Winning Game Strategy with a purpose to reignite the brand globally. By conceptualising the brands DNA through the "Part Bike - Part Philosophy" approach, a storytelling playbook, and a new brand marketing approach with campaign building blocks.
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Vélosophy isn't just a bicycle brand; it's a philosophy and a movement celebrating creativity, sustainability and social responsibility.​​ Vélosophy aims to be the most beloved philosophy-driven bicycle brand, deeply connected with the creative generation with a mission to put life in motion and inspire others to care for people and the planet.​
CASE: GLOBAL BRAND CONCEPT - WEEKDAY
WEEKDAY: GLOBAL
BRAND CONCEPT
As a brand strategy consultant for WEEKDAY, my objective was to create a Global Long Lead Brand Concept, to be activated for a broad reach target audience, based on the direction of Weekday The Creative Collective. The concept should be based on real insights about Gen-Z relations to street fashion and trend drivers.
The concept i created act as a long lead direction with a strategic framework to build distinctiveness and recognition but also open for freedom of seasonal creativity.
CASE: GLOBAL BRAND CONCEPT - TRETORN
TRETORN: GLOBAL BRAND, SAREK APPAREL AND COLLABORATIONS
As Creative Director for Tretorn Europe, I led the development of SAREK Eco-apparel category within the Eco-Essentials Initiative (which i also developed). The goal was to create a symbolic action within sustainable innovation, appealing to international audience, targeting both lifestyle and outdoor consumers.
My role was creating the concept, directing design, styles, assortments, and develop a new visual identity, including logotypes, photo shoots and brand narratives. I set up the GoTo Market Strategy with collaborations, strategies, trade show setups, and served as the spokesperson for the concept and sustainability.
TRETORN GLOBAL BRAND CONCEPT SUSTAINABILITY
SAREK ECO APPAREL & NIGEL CABOURN CO-LAB
Recommended
CASE: GLOBAL BRAND CONCEPT, TRETORN
TRETORN: GLOBAL BRAND, SUSTAINABILITY CONCEPT,
As Head of Marketing and Creative Director for Tretorn Europe, I created and led the development of The Eco-Essentials Initiative, a strategic brand initiativ with the objective to reposition the Tretorn brand globally.
My role was creating initiative and strategic sustainability platform with purpose statement, vision and manifest. Creating a new identity, logo's and on product branding. Setting up new product and category development.
We launched the initiative through social campaigns, PR, collaborations and retail activations. I managed sales training and set up European GoTo market strategies.
