Blending commerciality with creative thinking

BrandCap is a diverse, multi-national and multi-skilled team. Backgrounds include strategy consulting, finance, customer experience, culture change, design, digital innovation, market research, and insight.

Above all, though, having previously worked in world-leading consultancies big and small, on the client-side and on independent projects, our culture is grounded in a deep understanding of business. It’s something our clients remark on and a hallmark of our unique culture. BrandCap was founded by Rita Clifton CBE and Manfred Abraham, and is now a flourishing international business.

Rita Clifton CBE


Rita has been called ‘the doyenne of branding’ by Campaign, ‘brand guru’ by the FT, and ‘the brand leading the brands’ by the Daily Telegraph. She’s one of the world’s leading experts on brands and branding, and has worked with businesses and organisations of all sizes, stages and sectors as well as speaking at conferences around the world. She has long been a champion of connecting brand and business strategy, and the transformational business effect she has seen from this was behind the foundation of BrandCap. Her writing has included the best selling books ’The Future of Brands' and The Economist book ‘Brands and Branding’. Rita has also held a number of non-executive directorships on boards such as Dixons plc, Nationwide, Emap plc and ASOS.

Manfred Abraham


Manfred started his career at Lambie-Nairn in 1996. From senior positions at The Partners and Wolff Olins, Manfred moved to Interbrand London as head of the consulting team and global hospitality expert.   He founded BrandCap because he loves business and he loves the positive impact brand thinking can have on organisations. Over the years, Manfred has worked with businesses all over the world to improve their performance. His experience encompasses a variety of sectors including hospitality, luxury, education, retail, consumer, media, and business-to-business branding.

David Martin

Chairman (US)

David is the US Chairman of BrandCap. For more than 30 years, he has served clients across a diverse array of industries and has lectured and written extensively on key subjects. He’s the Founder and President of Catalyst Branding, and previously served as President of Interbrand in North America. David has experience in business to business and business to consumer issues, having led significant strategic branding initiatives for airline, automotive, consumer goods, financial services, core industrial, media, entertainment, pharmaceutical, services, telecommunications, utility, technology, and golf clients.

Ryan Arshad

Managing Director (US)

Ryan started his career at KPMG UK where he worked for 7 years and qualified as a Chartered Accountant.  During this time he developed a deep understanding of how businesses operate, why they succeed and why they fail.  Taking this knowledge and expertise, he joined Interbrand where he worked in the brand valuation and analytics team. Today, he enjoys working with senior teams across businesses of all sizes, helping them build brand strategies that support their business ambitions. During his career Ryan has worked with a wide range of clients across industry sectors and geographies but most notably in business-to-business, technology, financial services, professional services, education and in the startup sector.

Our people are great thinkers and they’re even better doers. Sharp, imaginative and altogether more pragmatic than traditional brand consultants, we’re focused on making change happen – and stick. Our efficient, effective approach means that at BrandCap there are no middlemen (or women) – our clients work directly with the people creating the content. Simple.

Breaking the standard ‘strategist’ or ‘creative’ typecasting, every one of the team has a special edge, be it financial analysis, digital development, illustration, business transformation or deep sector expertise. There’s also an international vibe to BrandCap, with team members hailing from, amongst others, India, Australia, Brazil, Croatia, Austria, Italy, Portugal and of course, the UK and US. Above all, our people are free to be themselves, as well as working together to a shared cause and belief. This helps us to build genuine connections with our clients. Visit our offices and you’ll see what makes us tick and how much we enjoy what we do. The team’s spirit is infectious, which means that once clients start working with us they tend to stick around.

Our people are proud to have worked with the most extraordinary range of clients around the world, in every stage of development, from entrepreneurial startups to growth stage businesses and global corporations across categories, including:

  • 3M
  • Acardis
  • AOL
  • AstraZeneca
  • Barclaycard
  • Barclays
  • Barnardo’s
  • BBC
  • BBC Radio
  • BBC Worldwide
  • BG Group
  • BMW
  • Boots
  • BP
  • British Airways
  • British Council
  • British Library
  • BT
  • C&A Europe
  • Cadbury’s
  • Centrica
  • Citi Bank
  • Citigroup
  • Clifford Chance
  • Coles
  • Credit Suisse
  • CRH
  • DeBeers
  • Defra
  • Dell
  • Deloitte
  • Diamond Trading Company
  • EE
  • Epson
  • EWE
  • EY
  • Façonnable
  • Fleming Asset Management
  • Fruit of the Loom
  • Fujitsu
  • Godrej
  • Goldman Sachs
  • Grey Goose
  • GSMA
  • Guide Dogs
  • Hamleys
  • Hays
  • Hewlett Packard
  • Hilton
  • HMRC
  • HSBC
  • IKEA
  • Intercontinental Hotel Group
  • IDB
  • ITV
  • JA Resorts and Hotels
  • Jaguar
  • JP Morgan Fleming Asset Management
  • Kelly Hoppen
  • KPMG
  • Littlewoods
  • Lloyds
  • Manpower
  • Mars
  • Microsoft
  • Millennium Experience (The Dome)
  • Naked Heart Foundation
  • Nedbank
  • Nestle
  • Nissan
  • Novartis
  • Oriental Express Hotels
  • Oxfam
  • Pearson
  • PepsiCo
  • Philips
  • Premier Automotive Group
  • Procter & Gamble
  • PwC
  • Qatari Diar
  • RBS
  • Renault
  • Rothschild
  • Rio Tinto
  • RSA
  • Royal College of Arts
  • Royal Mail
  • Russell Athletic
  • Sage
  • Shelter
  • Samsung
  • SCG
  • Shinsegae International
  • Siemens
  • Slaughter & May
  • Spalding
  • Stella McCartney
  • The SDC
  • Telekom Austria Group
  • The Hospital Club
  • The White Company
  • Turk Telekom
  • Unicef
  • Unilever
  • Very
  • VIP
  • Visa International
  • Waterford Crystal
  • Wedgwood
  • WWF
  • Xerox

Click here to see a snapshot of our current work.


Looking for young talent with an entrepreneurial spirit.

For people that can apply conceptual thinking to the commercial reality of business. Right from the beginning our intern programme has been integral to our team. Throughout the year we have a constant injection of bright young minds to bring fresh thinking and energy to the business. If you’d like to apply for an internship, please get in touch with your CV and the following task attached:
“In no more than 250 words, please discuss a brand you think could benefit from BrandCap’s services.”.

Get in touch with BrandCap NY or BrandCap London.

“BrandCap is a wonderful company, quite unlike any other and I cannot recommend it highly enough. The opportunity to work alongside such an intelligent, welcoming, and enthusiastic group of people in an environment that really does foster individuality and creativity is a real privilege. In terms of the employee experience, BrandCap is unparalleled.”

Josh Weekly, Intern


It’s in our nature to make connections.

Partnerships extend our capabilities into a broader range of specialisms. The research and strategy consultancy Populus is our sister company. We also regularly join forces with like-minded companies to deliver a wide range of specialist services such as digital and film production, 3D design, HR consultancy and organisational design. We’re generous with our connections and regularly introduce our clients and their businesses to each other when we see the opportunity.