Guy Lane: Creative brand and content consultant
How I help my clients grow their brands…
I have helped many companies, large and small, since the 1980s when I started out.
I don’t let a meeting end without producing original thinking that clients value. I focus on giving brands the right shape and allow for the magical element of irrationality that can set them apart.
My background is both analytical and creative. This enables me to shape strategies, produce big ideas and execute successful campaigns. Most people recognise that brands are only as good as their execution, which has to be disciplined and consistent.
I studied philosophy at university. This equipped me with analytical tools and an intellectual rigour I apply to all my work, particularly in devising appropriate strategies for my clients.
I am a creative writer and have produced a wide array of brand communications.
I have run consultancies and creative studios for many years and have worked with Glenn Greenhill at Brandgarden on brand development for Hewlett-Packard, Kabina and Kosmonaut. We also produced a film screenplay ‘Priceless in Uxbridge’ and a cultural freesheet ‘The Dull’.
Glenn and I give clients a potent combination of analysis, strategic insight, creativity and compelling brand executions.
I have helped clients from every sector and in particular publicly-listed companies in the UK and internationally. I have tended to focus on corporate brand assignments and stakeholder communications.
1997-2014 Partner at Instinctif Partners, business communications consultancy based in the City with offices worldwide
2014-present Marketing Director at start-up company Kabina, focused on developing new homes in flood zones
Adviser to Standard Gas and Creative brand consultant and copywriter at Brandgarden.
A selection of client work
I believe my strengths lie in analysing clients’ needs, defining the brief clearly and providing insight and creativity.
I focus on giving brands the right shape and allow for the magical element of irrationality that can set them apart.
A European PLC identity for Coca-Cola…
I advised Coca-Cola Beverages on its PLC identity, their listing on the London stock market
and their corporate reporting.
Promoting the Standard Gas brand…
I have been advising Standard Gas on its communications strategy as the company progresses to full commercialisation of its working SG100 clean gas from waste technology that is set to transform the way we deal with non-recyclable waste globally.
A European positioning for this leading US pharma business…
I advised Eli Lilly and created a suite of communications to present the company
as embedded in European culture rather than being a US company ‘over here’.
A new name for a trusted company…
I devised the new name for a Polish oil drilling group, PGNiG Poszukiwania. The company wanted a name that could work internationally. My team devised the name, succeeded in obtaining trademark protection, and wrote the guidelines.
Explaining why shale exploration makes sense…
San Leon Energy:
I developed a new positioning for this oil and gas exploration and production company.
I devised the brand strategy and wrote the guidelines, website, investment case
and annual reports, including briefings on shale technology.
Positioning nuclear power as clean energy…
British Energy wanted to position as a business relevant to the challenges of climate change.
Although nuclear energy has its detractors the benefit environmentally is in its low carbon use.
My team conducted research and recommended the line ‘Powering the low carbon generation’.
New brand impetus for a growing business…
I developed the strategy and creative execution for a brand-building campaign for Eastgate,
a specialist business-to-business insurance services firm.
The ‘Make your mark’ social campaign
I developed the strategy and I advised VimpelCom, a major international
mobile telecoms company based in Amsterdam, on a new ‘Make your mark’ campaign.
This was a global corporate responsibility initiative.
Friendly communications for a German giant…
I advised Siemens UK on corporate and financial communications this included providing
UK employees with advice on phone etiquette.
Making a brand work in Azeri, Russian, Georgian and English….
I advised this major Azerbaijan bank on its positioning and in particular on the English version of their brand proposition and corporate and private banking websites. A key issue developing the brand so that it would appeal to both domestic and international stakeholders.
Creating a highly successful food and drink investment boutique
I advised Stamford Partners from their launch and during the development
when they established themselves as a leading adviser to the food and drink industry.
Brand development for a sophisticated technical services consultancy adept at problem solving…
I advised Atkins from their London listing in 1996 and found creative and distinctive ways to position the firm as problem-solvers rather than simply engineers.
Brand development for a leading food group
I worked with Michael Wolff on the rollout of the RHM brand strategy he devised. RHM, formerly Ranks Hovis McDougall,was a diversified food group acquired by Premier Foods in 2007.