"Brand Igniter Inc.  led the articulation of a briefing system to establish our new positioning and to provide

consistency across all touch points. Applying their BrandRoots™ framework, they delivered a clear and powerful

communications brief that can be applied to consistently guide key agency partners for the development of audio visual, print and

digital brand assets now and into the future.

Briefs for specific program needs were developed under the same framework and aligned with the Masterbrand ".

Executive Director | Queen's Executive Education

"...Perhaps even more impressive was the fact that the campaign sparked a remarkable culture shift. Suddenly, all the other brand managers were encouraged to follow Peter's lead and build their brand strategies around real human insight. 

As the lead creative on the campaign, I was energized by Peter's openness to explore new solutions, the quality of his brief, his respect for insightful work, and his passion and tenacity to shepherd this bold new idea through the layers of approval. 

This campaign remains a shining beacon of how good advertising can be when agency and client truly work together as partners. I look forward to my next opportunity to work with Peter..."

Creative Director | J. Walter Thompson

"Brand Igniter's framework and training course for writing creative briefs have significantly improved how our marketing team develops these essential documents. 
 
The training has changed our approach in a positive way by analyzing and distilling down the target consumer behaviour and the beliefs that are behind the behaviour upfront. 

From there, we can use these critical briefs as part of our longer-term strategy, which means that for each campaign we’re not going back to the drawing board and creating a new brief each time. The process creates a more effective workflow and increases team alignment. This learning has allowed for a clearer strategy within our marketing team and resulted in consistent messaging to our consumers.
 
Peter provides one-on-one training and access to online resources. He is invested in his client’s learning and setting them up for success!
 
We recommend this program to all marketing teams and heads of marketing seeking to enhance their advertising effectiveness and achieve tangible results".

Marketing Manager | Terra Breads

"The thing that really got my career off and running, a commercial for Halls called 'Golfer', I owe entirely to Peter and the rest of the team at that time. It was a tight turnaround in complicated circumstances, and it couldn't have been done without Peter's trust, openness and collaboration with myself and the rest of our team. Very enjoyable to work with; the results bear this out. "

"Brand Igniter Inc. redefined how we look at our core product, Brand Power; enabling us to better define our target audience, hone our unique value proposition, and take this strategy to market with confidence it was aligned to the market need. Working with our senior business leaders in both headquarters, and across the globe, we were guided through the BrandMi and BrandWars methodology to review comprehensively our positioning and competitive opportunities".

Chief Client Officer | The Brand Power Company