Consulting
Brand Strategy & Advisory for LeadersÂ
We help CEOs and CMOs align leadership, architect the brand and portfolio, and activate cultures that create devoted customers.
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Trusted by national retailers and beloved lifestyle brands.
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What We Do
Align Leadership
Clarify vision, values, and operating principles. Build true executive alignment around your most valuable customers.
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Architect the Brand & Portfolio
Positioning, naming, and brand system design. Portfolio and go-to-market structure that compounds growth.
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Activate Culture & Experience
Translate strategy into behaviors, rituals, CX standards, and content that people talk about.
Consulting Programs
Cult Brand Strategy (Flagship)
A full-stack engagement to define positioning, brand story, portfolio, and activation roadmap.
Deliverables: Brand Platform, Portfolio Map, Naming/Architecture rules, Messaging System, 90-day Activation Plan.
Ideal for: Repositioning, new category plays, M&A, rapid scaling.
Portfolio & Architecture (Sprint)
Align names, tiers, and sub-brands. Remove friction and make growth intuitive.
Deliverables: Portfolio logic, naming guidelines, decision tree, migration plan
Customer Experience (Activation)
Operationalize your promise across service, content, and in-store/online.
Deliverables: Signature moments, service standards, playbooks, voice & content cues, training plan.
Cultural Alignment (Keynote)
Embed values, rituals, and brand governance that scales.
Deliverables: Values-in-action, leadership rituals, councils, decision rights, guardrails.
Our approach
01 Align Leadership
Facilitated sessions to establish north star metrics, values, and non-negotiables.
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Artifacts: Leadership Charter, Brand Lovers brief.
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02 Architect the System
Positioning, language, and portfolio logic built from your highest-value customers.
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Artifacts: Brand Platform, Messaging System, Portfolio Map.
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03 Activate at the Edges
We bring it to life where customers feel it—service, content, product, and place.
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Artifacts: CX Playbook, Signature Moments, 90-day plan & scorecard.
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Outcomes we commit to.
A clear language leaders and teams can use every day
Simpler decisions across brand, product, and marketing
Measurable lift in retention, word-of-mouth, and revenue quality
A 90-day plan with owners, milestones, and metrics
Brand + in-store experience aligned; internal agency, training, and creative system.
Advisory Focus
Engagements & cadence: Sprints (2–4 weeks), Projects (8–16 weeks), or Advisory (quarterly). Weekly working session + async reviews.
Readiness to win: CEO/CMO sponsor, clear success metrics, access to customers/data, and owners to implement.
Team & style: Senior-led, boutique focus. We embed with leadership, decide fast, document clearly, and protect confidentiality.
Investment & next step: Premium fixed-fee or retainer; scoped after a discovery call. Request availability—we’ll reply within one business day.
"The ideas we worked on with BJ Bueno took off like a rocket ship."
"A gifted marketing strategist and speaker."
"Cult Branding will not only inform you, it will inspire you."
"BJ is to marketing now what Trout and Rise were 20 years ago."
"His message is irreverent, passionate, ironic, witty, and informative. Bj gets to the heart of what matters."
