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learn about me
in the just 5 slides

 "COMMUNICATION CREATES ALWAYS"  

 "CHANGE IS CREATIVITY AT WORK"  

 "Onward curiosity and onward thinking will get you   to the point where distinctiveness awaits you" 

 "USP's MAKES MOST COMPANIES LAZY,  
  DSP's  MAKE AND KEEP COMPANIES ACTIVE!" 

- Charles Hale-
Brand & change comms expert and speaker on company creativity
Want sticky distinctiveness?
call:

+31 6 19202060

creative Thinking,
strategic communications
and activation 
expert 

ABOUT

After working as a strategic concept creative and managing director within various agencies and companies, I am now leveraging my skills and experience to drive corporate change. I focus on transforming leaders into creative leaders, enabling them to unlock and embed creativity at the individual, team, and company levels.

 

I am guiding companies, agencies, and investors in refining, shaping, and selling their vision, story, values, and services at the core level. My aim is to create compelling employee and customer value propositions by enhancing clarity, distinctiveness, and activating communications.

With my extensive and diverse brand and people experience, I have developed a set of over 10 trigger triangles designed to help companies, teams, and individuals make effective shifts with clear purpose, intention, and function.

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Have helped many brands and teams achieve and often surpass their internal and external goals.
Enhancing their creative thinking and utilizing available talents to their fullest.


Developing, accelerating and embedding new corporate and brand/change strategies.

Boosting long term perseverance and passion (GRIT) throughout organisations, utilising the full power of communication.

 "COMMUNICATION ALWAYS CREATES"  

WHAT I DO FOR BRANDS​

  • BRAND STRATEGY & CORPORATE CHANGE CONCEPTS AND COMMS

  • DSP CREATION (Distinctive Selling Propositions)

  • BRAND ESSENCE DEFINING

  • BRAND MANIFESTO & STORY DEVELOPMENT (for change)

  • PRODUCT, SERVICE & PROPOSITION DEVELOPMENT AND INNOVATION

  • ENGAGING EMPLOYEE AND CUSTOMER JOURNEY CREATION

  • BRAND LEVEL EVP (Employee Value Proposition) DEVELOPMENT

  • CREATIVE LEADERSHIP AND CULTURE MASTERCLASSES AND TALKS | LEARN MORE

I've COLLABORATED with:

Entertain your teams and customers with your true brand values and propositions. Entertainment works immersively.
I will help you do this consistently and surprisingly at the same time.

"You can own a brand and its identity, but not its image.

As you only have the ability to influence perception and not control it."​

DSP'S KEEP YOUR COMPANY, marketing 
and HR TEAMs MORE
AGILE AND SMARTER 

DSP's

Late 2023, IPSOS conducted research on how distinctive brands truly are. It turns out that only 15% of major brands are distinctive. To put things in perspective, 85% of brands are essentially mimicking their competitors, reflecting an intention to 'play it safe.'

 

A year earlier, I introduced DSPs alongside true USPs. Most suggested USPs lack real uniqueness and tend to unconsciously promote complacency within companies. In contrast, DSPs (Distinctive Selling Propositions) make brands and their teams more agile, strategic, creative, and competitive in their market. DSPs create relevant and up-to-date value.

DSP

distinctive selling proposition

If you aim to stand out with your brand and product, you must distinguish yourself. It sounds logical, doesn't it? However, how many brands truly dare to differentiate, be distinctive? How many brands exemplify the innovative spirit of companies like Apple? By the way, innovation = surprise.

Distinctive Selling Propositions helps you achieve this differentiation by focusing on how to distinguish yourself from your market competitors. To maintain the Distinctive Selling Points, you must keep yourself and your team up to date and well-informed. This approach will keep you sharp and ahead of the competition, making you more agile and, therefore, more successful. Future proof!
 

Allow me to assist you strategically and creatively to define and shape your DSPs.

Let's create and activate tomorrow, starting today!

Sharpening, Searching, Shaping and Selling are my four service S's. 
Working closely together ensuring internal adaptation.

hire me...

As a

strategist

Turning your aspirations and goals into actionable strategies that align with your brand, team, mission, audience, and offerings. 

I achieve this by fully immersing in your world, attentively listening, exploring, and uncovering insights from your unique experiences, expertise, and perspectives. My approach is rooted in openness and receptivity, consistently seeking out what sets you apart and refining your plans accordingly.

As a conceptualiser

I focus on transforming strategies and plans into captivating and engaging concepts, all with the singular aim of capturing
your audience's attention. 

My emphasis is on creating concepts that resonate with relevance and attract attention towards your message, brand, and product distinctiveness. 

Through this process, my secondary objective is to activate the specific actions you've outlined and desired.

As a brand value realiser

The true value of a good concept is greatly influenced and defined by the quality of its execution, which should align with the defined goals or ambitions of your brand and message.
As a creative director, I take on the role of curating, orchestrating, guiding, and actively participating in the realisation of these concepts. This involves ensuring that the execution matches the
agreed-upon goals, parameters, and standards.

As a consultant

I've experienced both sides of creative processes. I've served as a creative director at multiple agencies collaborating with various brands, and also as a creative director within several brands, partnering with creative agencies. 

This dual perspective allows me to offer valuable insights as a strategic creative direction consultant to clients, as I comprehend the languages and starting points of both creative agencies and corporate entities.

FACTS

  • Senior Associate Client Creative Direction & Activation EMEA bij Korn Ferry

  • Expert in brand strategy, brand positioning, DSP development and internal/external brand activation

  • Ranked 16th of most awarded creatives in the Netherlands

  • Entrepreneurial and international experience

  • Brand positioning, proposition and activation specialist

  • Extensive e-commerce and retail experience

  • Speaker, lecturer and personal coach on creativity as Creating a Creative Culture

  • Author of Unlock your Creativity at 50pagesbooks.com

"Creativity is changed energy"

Book Charles
as a speaker

Want to creatively ignite your team?
Book one of my TriggerTalks:

LET'S CREATE TOMORROW
-
HELLO CREATIVITY

or Morning Master Classes: 
 
TRUE BRAND CREATIVITY
-
UNLOCK THE CREATIVITY
Available in Dutch and English
Feel free to contact me for availability and prices.

Disrupting the status quo to hatch more creativity

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ACCELERATING & EMBEDDING CHANGE
WITH THE MOST EFFECTIVE TOOL:
COMMUNICATION

 CONTACT

I am available on  project, interim base and for masterclasses and talks. 

Call me: +31 (0)6 19202060

Or send me an email and I will get back asap.

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