Flying Lizard, Wellington

Flying Lizard is a brand strategy practice based in New Zealand, led by Dayne Smith.

I work exclusively upstream of marketing, design, and execution. My role is to help Business Owners, Founders, and Entrepreneurs define the brand strategy logic of their business, before money is committed to campaigns, systems, or suppliers.

Many businesses invest heavily in logos, websites, advertising, and content, yet still struggle to explain what makes them different or why a customer should choose them. When direction is open to interpretation, costs rise. Marketing works harder than it should. Sales take longer. Internal teams begin adjusting the message to make it land.

My work addresses this problem at source.

Together with clients, I define the Brand Strategy Code of the business. This is the strategic logic that governs positioning, priority, and decision-making, so every supplier and every dollar has a defined job.

Flying Lizard exists for one purpose:
Brand Strategy, Only.

I do not sell execution. Agencies, designers, developers, and marketers deliver downstream work. I create the conditions that make that work effective.

The skills that define my practice are Critical Thinking and Original Thought. Critical thinking identifies what is working, exposes what is not, and keeps effort aimed at the right problem. Original thought develops strategic positions competitors cannot easily imitate.

For those considering strategic support, the correct starting point is insight, not commitment.

I provide a short Brand Strategy Insight Check that allows business owners to see what is currently clear in their brand strategy, and where others are left to guess. It is an insight snapshot, not brand strategy work, designed to help leaders decide what needs attention before investing further.

• Business Consultants
• Business Branding
• Strategic Branding
• Brand Strategy
• Brand Positioning

• Brand Strategy Insight Check
• Brand Strategy Code
• Brand Strategy Mentoring
• Strategic Brand Governance

• New Zealand
• America
• Australia

• English