A simpler approach to brand growth.

The Gang is an independent brand consultancy founded and led by Richard Johnson.

We help businesses make clear why customers should choose them, build distinctive brands and create communications that drive growth.

Practical thinking, grounded in evidence.

Brand strategy is often made more complicated than it needs to be.

We combine established evidence about how brands grow with practical commercial and creative experience. The result is clear thinking and recommendations clients can put into action.

Led by Richard Johnson.

Richard founded The Gang in 2008 and has led the consultancy ever since.

Before founding The Gang, he held senior leadership roles at Ogilvy, McCann and M&C Saatchi, working across London, Hong Kong, Singapore and Mumbai.

His work has helped:

  • Volkswagen increase its Singapore market share from 1.3% to 10.1%.

  • Mazda move from 7th to 3rd in its market.

  • SIM increase student intake by 114%.

  • Strontium move from a commodity product to the number-one-selling memory brand at JB Hi-Fi.

The right expertise for each project.

Richard leads every project and remains directly involved from the initial conversation through to delivery.

When additional expertise is required, he brings together trusted senior strategists, researchers, designers, writers and production specialists selected for the particular challenge.

Clients get direct access to experienced people and a team shaped around what the project actually needs.

Straightforward to work with.

We ask straightforward questions, explain our thinking clearly and give honest recommendations.

We can solve a specific brand problem or lead a larger programme from strategy through to execution.

We work particularly well with ambitious businesses facing change—launching, growing, entering new markets, clarifying a complex proposition or turning a successful company into a stronger brand.

Could your brand be working harder?

Tell us what you’re trying to achieve. We’ll give you a straightforward view of the problem, the opportunity and where we could help.

Let’s talk about your brand.