Imp is a brand strategy consultancy,
built on empathy and empiricism.

About

Brands sit in the middle of everything that’s interesting to me: human nature, business and culture. Over the course of sixty thousand career hours, I have developed winning strategies for some amazing brands – including icons like Macy’s, Virgin Atlantic, Coca-Cola and Revlon, and relative newcomers like Dos Equis, Kayak, Casper and Zillow. My methods blend rigor with imagination and insight.

Reviews

Testimonials

“Caroline is a brilliant strategist. She is that rare marketing talent that can distill consumer insight into a powerful brand strategy. Her deep experience and highly collaborative approach make her an ideal partner when you are developing idea led solutions to complex business challenges.”

Richard Lennox, Chief Customer Officer, Macy’s

“When you are the David amongst the Goliaths, strategy is your slingshot. Caroline works tirelessly to uncover the killer insight that will capture your customers attention and cut through the competition. Plus she’s an awesome human and a lot of fun to work with.”

Jenna Lloyd, Head of Marketing, Virgin Atlantic

"For a tech company like ours, strategy needs to be inspiring of course, but also built with data and expressed in a clear way that brings developers and engineers along as well as the marketers. Caroline gets this and the strategy she developed for us reflected that she understood our brand and organization as well as she understood our customers.”

Per Christiansen, Vice President Marketing, KAYAK

“Caroline is a very strong strategist: insightful, future-oriented and with a real feel for how to build brands.”

Ed Pilkington, Chief Marketing Officer, DIAGEO

“Caroline brings a balanced tool kit of strong research & analytical skills with an innovator’s sensibility & a willingness to listen. She is the kind of partner you want at your table.”

Ali Wing, Chief Consumer Officer, BRIGHT HEALTH

“Caroline is a strategist with few peers, with an uncanny ability to meld strategic rigor with intuition, delivering insights that can reshape brands and consumer opinions.”

Steve Boehler, Mercer Island Group

Let’s talk

What kind of brand are you?

Starting out your journey and want to make your mark on culture?

Feeling stuck in the middle and in need of fresh thinking?

Facing competitive adversity and seeking new terrain on which to fight?

Are you just interested in getting outside help to untie some mental knots?

Get in touch

By the way, an Imp is a mythic creature who whispers into the ears of gods.
You can take what you like from that about our future relationship.

Imp is a brand strategy consultancy, built on empathy and empiricism.