BrandCap Opens in New York Due to Client Demand

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London-based brand consultancy expands into US market after sustained growth and business success

London-based next generation business consultancy, BrandCap, is launching a new practice in New York following rapid business growth in the UK and demand from its US clients.

BrandCap ( has a number of longstanding client relationships in the US including Frontgate, part of HSNi’s subsidiary Cornerstone, Carlson Rezidor, Fruit of the Loom, Spalding and Russell Athletic. All have been instrumental in BrandCap’s expansion.

Jeff Kuster, President at Cornerstone said:
“BrandCap has been a true partner for brand building initiatives across a number of our companies. They have a distinctive ability to balance the emotion and creativity of brand with the hard realities of business that I have not found with any other partner. Their ability to engage with the team – across the entire organization – not only leads to greater effectiveness but creates an early start of activation. I am thrilled they are opening shop in the US and look forward to their continued success.”

Industry stalwart and ex-Interbrand President, David Martin, will act as Chairman of the new office. He will be client facing and will support the team to develop strategy and approaches for BrandCap’s clients. He will also be instrumental in business development and steering the strategic direction of BrandCap.

About the launch Martin said:
“Watch out! BrandCap is a force to be reckoned with. In all my years in the industry I have never come across a more strategic and creative group of people. I’m delighted to be involved with this exciting venture and have no doubt that business success will be instantaneous. We can’t wait to replicate our unique approach in the US and help more American brands achieve sustainable business growth.”

Ryan Arshad, a Director at BrandCap in London, is relocating to New York to take on the role of Managing Director. He will also be client facing and responsible for the day-to-day running of the business including recruitment, new business and team leadership. Manfred Abraham, founder and Managing Partner of BrandCap will support Martin and Arshad from the UK particularly with relationship building given his past experience of the US market.

On the challenges that lie ahead Arshad comments:
“The US market is obviously much larger than the UK and more complex, but it is full of opportunity and is open to a new way of working.”

BrandCap will offer clients its proprietary brand-led approach to solving business challenges in order to drive shareholder value. Brand thinking is at the core and customer and employee experience the focus. This approach helps identify and prioritise the most cost effective initiatives that will make the most difference to the business. Services include strategy, research and analytics, design, experience, engagement and digital execution.

In the UK this proven approach has enabled BrandCap to become one of the few organisations (less than one per cent) that has achieved ‘scale up’ business status. These are companies that have launched since 2012 and have a growth rate of more than 20 per cent over a three year period.

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Louisa Osmond
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