TEAM
A boutique house of cult brand specialists.
No handoffs. The people you meet are the people
who build your brand.
No handoffs. The people you meet are the people
who build your brand.
Senior managing partner
SIAN CONWAY-WOOD
Sian's work is where cult brand strategy meets human behaviour - identity, positioning, distinctive codes, narrative architecture, and the rituals and signals that turn a brand into something customers carry into their sense of self.
She designs the strategic and creative architecture that makes a brand structurally irreplaceable - diagnosing why customers compare you when they shouldn't, engineering the identity gap your brand uniquely fills, shaping the visual world, voice and creative codes that customers reproduce on your behalf, and crafting the behavioural mechanics that make purchase feel inevitable and switching feel like self-betrayal.
Sian's role is to make sure the cult brands we build are identity-led, behaviourally rigorous, and creatively distinctive - the kind of brand customers wouldn't dream of switching from, and the kind investors pay multiples for.
She is The Drum's "resident cult brand builder," writing a regular column, and was named as one of the top 100 Performance Marketers in the world by Performance Marketing World (2024).
She designs the strategic and creative architecture that makes a brand structurally irreplaceable - diagnosing why customers compare you when they shouldn't, engineering the identity gap your brand uniquely fills, shaping the visual world, voice and creative codes that customers reproduce on your behalf, and crafting the behavioural mechanics that make purchase feel inevitable and switching feel like self-betrayal.
Sian's role is to make sure the cult brands we build are identity-led, behaviourally rigorous, and creatively distinctive - the kind of brand customers wouldn't dream of switching from, and the kind investors pay multiples for.
She is The Drum's "resident cult brand builder," writing a regular column, and was named as one of the top 100 Performance Marketers in the world by Performance Marketing World (2024).
managing partner
DR ANDREW LUMSDEN-GROOM
Andrew is the behavioural economist behind our strategic and commercial work - the architecture, segmentation, message design and campaign mechanics that turn cult brand potential into commercial inevitability.
Cult brand potential isn't an aesthetic. It's a behavioural system. Cult brands survive economics that should kill them - high CAC, thin margins, no shelf, no media budget - by engineering the conditions in which purchase becomes inevitable, the brand's role becomes irreplaceable, and downgrading feels like self-betrayal.
Andrew's role is to make that engineering rigorous. With a DSocSci in Sociopolitical Economics and Rhetoric, he brings academic-level discipline to commercial decisions.
Andrew also provides senior counsel in high-stakes moments - reputation risk, public scrutiny, regulatory exposure -drawing on over a decade of government and FTSE 100-level crisis experience. The same behavioural rigour that builds cult brands also protects them when the conditions turn.
In 2025 Andrew was named the world's #17 performance marketer in Performance Marketing World's global ranking.
Cult brand potential isn't an aesthetic. It's a behavioural system. Cult brands survive economics that should kill them - high CAC, thin margins, no shelf, no media budget - by engineering the conditions in which purchase becomes inevitable, the brand's role becomes irreplaceable, and downgrading feels like self-betrayal.
Andrew's role is to make that engineering rigorous. With a DSocSci in Sociopolitical Economics and Rhetoric, he brings academic-level discipline to commercial decisions.
Andrew also provides senior counsel in high-stakes moments - reputation risk, public scrutiny, regulatory exposure -drawing on over a decade of government and FTSE 100-level crisis experience. The same behavioural rigour that builds cult brands also protects them when the conditions turn.
In 2025 Andrew was named the world's #17 performance marketer in Performance Marketing World's global ranking.
managing partner (USA)
DOUGLAS SANZONE
Doug's work is where cult brand strategy meets the spreadsheet - pricing structures, margin design, unit economics, technology infrastructure and the operational systems that determine whether a cult brand can actually scale or whether it stalls at six figures.
He sits alongside founders in the difficult commercial decisions that come after the brand work - restructuring pricing tiers without losing customers, designing subscription mechanics that compound rather than churn, building the data infrastructure that lets a founder see what's actually working, and pressure-testing the financial model before it ever meets an investor's eye.
Doug's role is to make sure the cult brands we build are commercially defensible, scalable and ready for whatever the founder wants next - whether that's growth, investment, or exit.
He sits alongside founders in the difficult commercial decisions that come after the brand work - restructuring pricing tiers without losing customers, designing subscription mechanics that compound rather than churn, building the data infrastructure that lets a founder see what's actually working, and pressure-testing the financial model before it ever meets an investor's eye.
Doug's role is to make sure the cult brands we build are commercially defensible, scalable and ready for whatever the founder wants next - whether that's growth, investment, or exit.
Team
A multidisciplinary team across strategy, marketing, creative, and technology - built to turn cult potential into commercial growth.
Our team have worked for:
WANT TO KNOW WHAT
CULT POTENTIAL
Looks like for you?
Let us find your cult potential.
Tell us where you are - we’ll show you what it could become.