We Help CEOs Tell Better Stories

THe STory We’re Living

Our Business Approach


Brandlines helps CEOs craft better stories to align teams, markets, and investors toward better results.

Unlike discipline-specific agencies or consultancies, we serve at the executive level, above silos and territorial issues, to help you apply the holistic expertise we’ve developed in brand strategy, coaching, sales, product, marketing, employee engagement, and research for clients like GM, Coke, Groupon, ExactTarget, Angie’s List, Twitter, Netgear, Cisco, Johnson & Johnson, Lilly, and a host of high growth B2B tech startups.

We’re built around a very small team with the ability to tap a network of specialists who’ve worked together in various capacities and combinations for years on quite a few remarkable brands. That gives us tremendous flexibility to tailor every engagement according to your needs, not ours. We have no “bench” overhead, there is no “B Team,” and there is no junior staff learning on your dime. The dollars you spend with us will make every dollar you spend downstream more efficient and more impactful.


How we think about our deliverables.


Our job is to listen for the gaps. Sometimes that means areas that are getting no attention, but should, and sometimes that means helping your team address areas where the story is less clear to them. We go where we’re valuable to the CEO – the keeper of a story upon which many people are dependent.

The core deliverable is a bundle of options we think of as a CEO Story Toolbox. It includes brandline assessments and recommendations, brand strategy and positioning content, co-authored books, investor/buyer pitch decks/CIM work, content planning for the CEO, and a variety of bespoke options according to what will help the CEO leverage the company story personally, for internal audiences, and for the world.

We find that the right story makes “command intent” explicit and invites every team member into clearer and more meaningful work.

Once the story is owned and expressed at the executive level, we offer a variety of expert coaching and specific tactical services to help the entire organization. We do some of this directly, some through a partner network, and some through our preferred route of working in concert with the people and vendors you already know and trust.

We price according to the value you perceive in the opportunity we tackle together, and we always seek to structure our agreements with the long-view in mind … aligning our efforts with the increasing success you’ll achieve as we work together.


“The average day with Pete is worth about $250k to our bottom line. So we talk about everything and always open more topics than we close.”

- ARI VIDALI, CEO Envisage TEchnologies


The Four BrandLines

In traditional stories, there are four critical throughlines. They are (1) the big picture, (2) the main character, (3) the impact character, and (4) the relationship between the main and impact characters. We’ve modified this time-tested framework to help businesses be more compelling, more impactful, wiser, and more successful.


THe MArket BrandLine

How you see, fit into, and contribute value to the world. Your “take” on the world and on the work you do, with an eye to yield, investment for sustainability.

THe Customer Brandline

The customer is the main character of your story, and you exist to deliver value that influences their story. Why you matter, and how, is addressed here.

The Company Brandline

Traditional values and standards approaches are “push” minded. Story focuses on “pull” approaches to inspiration, modeling, and creating brand meaning.

The Experience Brandline

This is the real bottom line that drives your financial bottom line. What is the resulting experience you created for your customer, and do they value it?


We focus on packing a punch because we care about leaving a mark. 


Pete, Christine, Mira, and HEnry Gall

Pete Gall is the Brandlines story lead.

I left a fantastic job leading what is arguably the strongest brand and design firm in the tech space in 2013, a few months after my daughter was born.

When she arrived, every hour I wasn’t home had to defend itself in a new way, and work lost.

More specifically, time spent in meetings, on “run rate” work, or with people who weren’t similarly focused on the life value trades they were making … that’s what lost.

But the important stuff won – in my case and in the lives of the other specialists you’ll meet as you work with us. We’ve put in the time to be able to add value in very high level, very impactful places. That’s where we focus, and we are aggressive about doing excellent work in a targeted and efficient manner.

When we’re finished, you’ll have the ability to give clear direction to other teams who will be thrilled that you arrive with the ability to tell them exactly what you need them to do. Every person in our little network has worked in agency settings and client-side settings, and our deliverables are built to cut through the most inefficient (because it’s hard and complex work) portions of the process.

Every downstream vendor you engage will be more efficient because of what you’ll accomplish with us.

That promise made, you know what you accomplish at work is bigger than the business success you enjoy.

The versions yourself and of your team that go home to their families or out into the world are absolutely influenced by the cultures and principles with which they mingle during their workdays.

Addressing those principles, and building vision that’s strong enough to carry teams and families, is central to the operational success you’ll enjoy. It’s also critical to building a meaningful legacy for yourself, your team, and your product.

We will help your team refine its passion and find greater meaning in everything you do together.

That’s what we’re dedicated to doing, very well, for people who are ready for us. Time’s too short for anything else.