Family offices, VC & PE
An outside eye on
the ventures you back.
The situation
Funds back the numbers. Brand rarely makes the diligence.
The gap
Well-funded businesses still lose to sharper brands.
The Brand Couch proposal
A marketing read before you invest — and a CMO after.
The mandate
What I take on
01
Venture viability
The challenge
About to back a venture — but can’t tell if its marketing holds up.
What I do
Stress-test it before more capital goes in.
02
A CMO inside the portfolio company
The challenge
Strong founders, no senior marketing lead.
What I do
Step in as fractional CMO, on the full mandate.
03
Business-to-brand coding
The challenge
Proven the concept. Now need to win the category?
What I do
Encode the business into a brand — customer, positioning and the ‘why’.
04
Systems & agency management
The challenge
Founding teams strong on talent, thin on systems?
What I do
Build the systems and agency set-up that let them execute.
05
Board reporting
The challenge
Brand spend nobody can measure.
What I do
Report to the board on pre-agreed mandates and KPIs.
Also available: founder and team governance.
The engagement
How it works
Days a week
Fractional, not occasional. We agree the days a week the mandate actually needs.
Six months minimum
Long enough to build, not just advise. Short-term engagements start at six months.
Accountable to the board
I report to the board on pre-agreed mandates and KPIs — so progress is measured, not assumed.