NOT ALL
WHO WANDER
ARE LOST
BOLD IDEAS
//
CUNNINGLY
💀
BOLD IDEAS // CUNNINGLY 💀
BOLD IDEAS // CUNNINGLY
MOST BUSINESSES AREN'T SHORT ON IDEAS. THEY'RE DROWNING IN THEM. TOO MANY OPINIONS. TOO MANY PRIORITIES. TOO MANY DIRECTIONS. WHEN EVERYTHING FEELS IMPORTANT, NOTHING IS. THAT'S WHERE I COME IN. BJÖRN FOX HELPS FOUNDERS AND LEADERSHIP TEAMS CUT THROUGH THE NOISE, UNCOVER WHAT REALLY MATTERS, AND MOVE FORWARD WITH CONFIDENCE. BECAUSE CLARITY CREATES MOMENTUM. AND MOMENTUM CREATES IMPACT.
Break free from the mold // Challenge convention // Unleash wild creativity
FOUNDER & STRATEGY DIRECTOR
DANIEL JACOBS // FOUNDER & STRATEGY DIRECTOR
With over 15 years in global and regional marketing, brand strategy, and creativity, I've channeled my energy and passion into shaping brands that don’t just stand out - they stand for something.
I've led transformative campaigns, crafted compelling brand narratives, and guided teams to create work that challenges the norm and resonates deeply with audiences. My focus has always been on pushing boundaries, turning ideas into action, and empowering others to lead with conviction and purpose.
I’ve worked across the full spectrum: brand positioning, product innovation, customer journeys, and go-to-market strategies. My sweet spot is turning cultural insight into commercial impact, making strategy felt across every touchpoint.
CLARITY //
MOMENTUM
CHAOS CREATES FRICTION. CLARITY CREATES MOMENTUM. THAT'S WHY EVERY ENGAGEMENT STARTS WITH brandOS. A STRATEGIC OPERATING SYSTEM DESIGNED TO ALIGN YOUR PURPOSE, POSITIONING, AUDIENCE, MESSAGING AND PRIORITIES SO EVERYONE IS MOVING IN THE SAME DIRECTION. WHEN PEOPLE KNOW WHO THEY ARE, WHAT THEY STAND FOR AND WHERE THEY'RE GOING, BETTER DECISIONS FOLLOW. MARKETING BECOMES MORE EFFECTIVE. TEAMS BECOME MORE ALIGNED. CUSTOMERS CONNECT MORE DEEPLY. AND GROWTH BECOMES EASIER TO ACHIEVE. THAT'S THE DIFFERENCE BETWEEN HAVING A STRATEGY AND HAVING A SYSTEM.
brandOS > growthOS > cultureOS > communityOS > experienceOS > changeOS
TRUSTED BY TEAMS THAT NEED CLARITY
I’VE WORKED WITH FOUNDERS, LEADERSHIP TEAMS AND GLOBAL BRANDS INCLUDING HELPING OLIVIA NEWTON-JOHN SET UP HER CHARITABLE CANCER FOUNDATION, AACO, PENTAVITE, TRULLI AND ALTO BUILD, AS WELL AS SUPPORTING WORK INSIDE GLOBAL CREATIVE AGENCIES LIKE CLEMENGER, MCCANN & R/GA. DIFFERENT INDUSTRIES, SAME CHALLENGE. TURNING COMPLEXITY INTO CLARITY AND STRATEGY INTO ACTION.
GETTING BACK TO THE BONES OF BRANDING THAT PEOPLE GIVE A F*CK ABOUT
01
AUSTRALIAN AGRICULTURAL COMPANY (AACo)
AACo — GLOBAL WAGYU BRAND TRANSFORMATION
AACo is one of Australia’s largest premium Wagyu producers, operating across Asia, the US, Australia and New Zealand. I helped transform a complex global portfolio into a clear, premium Wagyu brand system.
THE CHALLENGE
Multiple brands, inconsistent positioning, and no clear, unified story across markets.
THE WORK
Led brand strategy, portfolio architecture and global positioning across key markets. Defined distinct roles for each brand, clarified value propositions, and built a cohesive premium narrative that could scale internationally.
THE IMPACT
A clear, structured brand system that aligned internal teams and strengthened consistency across global markets.
02
THE OLVIA NEWTON-JOHN FOUNDATION
OLIVIA NEWTON-JOHN FOUNDATION — LAUNCH & GLOBAL IMPACT
I had the incredible opportunity to work directly with Dame Olivia Newton-John alongside her board and leadership team to establish a new charitable foundation focused on cancer wellness, research and care.
THE CHALLENGE
Build a new foundation from the ground up with a clear purpose, strong emotional connection, and global relevance.
THE WORK
Shaped the brand strategy, positioning and launch approach. Worked closely with the board and leadership team to define the narrative, engagement model and fundraising platform.
THE IMPACT
Surpassed impact targets by 1.5x in the first year and generated over 100 million global impressions, driving awareness, engagement and donations at scale.
03
OLIVIA NEWTON-JOHN CANCER RESEARCH INSTITUTE
ONJCRI — ORGANISATIONAL & BRAND TRANSFORMATION
ONJCRI is a leading independent medical research institute, dedicated to discovering and translating innovative cancer treatments and diagnostics that improve outcomes for all people affected by cancer. I worked with the Olivia Newton-John Cancer Research Institute across a major period of transformation.
THE CHALLENGE
A highly respected organisation with strong purpose, but a fragmented brand, limited marketing structure, and an opportunity to redefine its future role.
THE WORK
Partnered with the executive team, board and donors to redefine brand strategy, positioning and audience approach. Led work across market analysis, segmentation and key initiatives. Established new marketing systems, structures and team foundations.
THE IMPACT
A clearer, future-ready brand and marketing function with stronger alignment, improved decision-making and a platform for long-term growth.
BUILDING BRANDS PEOPLE GIVE A F*CK ABOUT
✦
BUILDING BRANDS PEOPLE GIVE A F*CK ABOUT ✦
HOW WE CAN PLAY TOGETHER
IN. OUT. DONE RIGHT
01 — PROJECTS
CLEAR SCOPE. CLEAR OUTCOME.
For when you need something clearly defined and delivered. Brand strategy, repositioning, new ideas, or solving a specific challenge.
WHAT TO EXPECT
A focused piece of work with a clear start and finish. We align fast, move quickly, and build something your team can actually use.
BEST FOR
Launches, pivots, testing ideas, or fixing something that isn’t working.
IN YOUR CORNER. WHEN IT MATTERS
02 — PARTNERS
ONGOING SUPPORT. MOMENTUM.
A senior strategic partner in your business. Without hiring one full-time. I work alongside you to guide decisions, shape direction, and keep things moving.
WHAT TO EXPECT
Ongoing access at key moments. Clear input, sharper decisions, and less second-guessing.
BEST FOR
Teams that need senior direction without the overhead.
CUT THROUGH THE NOISE. FAST
03 — PRECISION
FAST CLARITY. ZERO FLUFF.
For when things feel messy, stuck, or unclear. Fast, focused sessions to define direction and unlock momentum.
WHAT TO EXPECT
Structured sessions that get to the point. Clear outputs. Aligned thinking. A clear way forward.
BEST FOR
Alignment, decision-making and unlocking what’s next.
CHAOS TO CLARITY
BOLD IDEAS // CUNNINGLY
💀
BOLD IDEAS // CUNNINGLY 💀