What I Do

What I do depends largely on my clients, where they are today and what they wish to achieve. After identifying the optimal market opportunity, my work brings forth original and impactful ideas that position the brand accordingly.

Strategy projects begin with client interviews, research and creative workshops, which provide insights and inspiration for defining the brand principles. These include the vision, values, personality and core essence, as well as naming, slogans, taglines, brand stories and various creative writing applications.

My professional experience has brought me to all corners of the world as a strategist, consultant, creative writer and instructor. From Asia to America and through several remote islands in between, I have created brands of all sizes and segments, exploring the world and gaining valuable perspectives about how diverse and similar we all are.

In recent years, I’ve taught international training workshops as a representative of the Israeli Ministry of Foreign Affairs, sharing my methods with aspiring young entrepreneurs in developing countries. I have found that the more experience I acquire, the more I am eager to learn.