Most brand projects fail not because of bad creative work, but because of poor internal groundwork. In this episode, we sit down with Robert McKechnie, MD of Starrett Europe and a veteran of successful brand transformations at organisations including Core (Scottish Power) and Norbord.

Robert shares his powerful "torch and bridge" analogy that reframes how clients and agencies should work together. While agencies shine the torch to illuminate what's possible, it's the client's responsibility to build the bridge: doing the internal work, securing buy-in, and creating the cultural foundation that turns brand strategy into business results.

We explore why brand exercises fail when they're just "poster campaigns," the critical importance of bringing customers into the room during strategy development, and why you should never find yourself in a boardroom discussing fonts. Robert also tackles the eternal tension between marketing and sales, and shares hard-won advice for mid-level marketeers struggling to make an impact.

This is a conversation about the unglamorous but essential work that separates brand projects that deliver real commercial results from those that simply look pretty.

About Good, Brand Consultants
Good Brand Consultants helps B2B organisations turn brand strategy into commercial reality. Based in Scotland and working globally, we partner with clients to tackle everything from foundational brand positioning to practical implementation frameworks. If you're wrestling with brand challenges or want to explore how strategic brand work can deliver real business results, we'd love to hear from you. To learn more about us, visit goodbrandconsultants.com.