We help everyday companies evolve into resilient evocative brands.

What We Do.

At Frank Strategy, we help businesses design how people think and feel about them, so they can attract and retain high value customers. We build strong brands that have loyal customers who advocate loudly, thus driving down the cost of acquisition, retention and referral. Our brands attract and retain the best staff, pay less for raw materials, charge more for their products and drive higher shareholder value.

Using brand research, our brand strategists help organizations understand what their customers think and feel about their company, themselves and the world at large. We then translate these insights into key messages, graphics, products, experiences, behaviours and beliefs that have high practical and symbolic value. The net result is a company that means something significant in the minds of consumers: A Brand.

“People don’t buy products and services. They buy the symbolic value of a product and the experience of a service. To persuade people to buy something, you need to design how they feel about it too.”

Our Values

We are driven

We get things done. We are motivated to deliver on our promises and we take our work seriously.

We are purposeful

Everything we do is supported by customer insights and primary research. Anything else is guesswork, not strategy.

We get to the point

Clarity seems obvious when it appears, but it takes a lot of honest introspection to distil.

We are agile

Because the answers often hide in the gaps between ideation, analysis, psychology, business and design.

We are creative

Ideas are everything. Some are genius and others are lunacy... we know those things aren’t far apart.

We are brave

Creating things from nothing requires courage. We're not afraid of the associated fame or shame.


Our Branding Services distil into three categories. Brand Planning is the research and analysis services required to create a brand strategy. Brand Creation focusses on translating the brand strategy into tangible visual and verbal assets. Brand Activation is the creation of physical materials and experiences that customers interact with.

Our Team

Chris Neary

Brand Strategist / Founder

Chris Neary is the brand strategist credited with developing the ubiquitous Telus animal campaign that is still running today. As their Director of Marketing Communications, Chris managed Telus’s $30m budget; driving the consumer marketing strategy, brand management, and advertising agency performance to reach targets in excess of $2bn.

Meet the team