We are a team with valuable, varied, and targeted expertise.

We have enviable skillsets, years of experience, diverse industry backgrounds, and one important thing in common: we know what it takes to build a successful business.

Peter Brocklebank

Managing Director, Partner

What does success take?

1) Passion — for the company we are working with and a true belief in the success we can bring. We truly care about our clients — that can be seen by the relationships we have built. 2) Trust — it needs to be earned, you can’t claim it but the strong bond we have with our clients are based on trust and an understanding we will do what is needed to deliver success to our clients — not what will make us the most money.

How did you get to where you are today?

I’d say three things that combined work well – a personable approach, a positive outlook and bloody hard work. Our business is a people business with many clients coming from recommendations and contacts we have made over the years. From that approach, with a good work ethic, great work and success blossoms.

What do you love about BeingIconic?

The diversity of work, collaborating with owners of fast-moving brands, truly embracing the difference of brilliant people to form an incredible team, and not being stuck in the weeds of corporate hierarchy, and being able to move at speed and do truly great things.

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Ian Bell

Chief Innovation Officer, Partner

What does success take?

Real success takes having or doing something that others can’t do, taking a step that others won’t or can’t take, being part of something special that others can’t make… and using this success to drive forward and help others, not stopping and saying “I’m the winner”.  Real success is winning together and using this formula for a force for good.

How did you get to where you are today?

I got to where I did today by having fun, being really lucky, working hard, learning my superpower, then chasing it down hard and not stopping.  I still haven’t stopped.  It’s not about where I’ve got to.  It’s about what we’re going to create together and where that will take us.

What do you love about BeingIconic?

It’s there to help others grow, take that next leap, go from good to great, disrupt for the right reasons and have some fun along the way.  Winning but the right way is our focus.

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Steven Arnold

Chief Design Officer, Partner

What does success take?

1) Standing out while fitting in. 2) Not needing to compete. By definition a company has to have a monopoly on its own brand, eliminating comparison. Too rarely found, but withessed frequently in the most powerful brands. While fitting-in to the category helps customers feel assured, and the trick is to then stand out amongst that noise.

How did you get to where you are today?

A challenging early life led me to expect and love solving problems. Everyone was an opportunity to do something difficult and therefore valuable. Design is ‘doing better on purpose’. Now I have the opportunity to create enduring value. The iconic in our name.

What do you love about BeingIconic?

Spending my entire life in all four corners of the world made me a foreigner almost everywhere. Requiring empathy to understand and fit in. And witnessing the value in ‘different’ and the seeking of ‘better’. Two things required to thrive. Now everyone around me is different and better — from partners to clients. It’s a thrilling place to be.

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Jack Williams

Head of Business Development

What does success take

Success is the outcome of taking the rare opportunities that life gives you. Successful businesses and people are the ones who are able to manufacture these sort of opportunities on a regular basis. This is achieved by constantly surrounding yourself with people you trust, admire, and ultimately, can always test you to ensure you’re being the best version of yourself.

How did you get to where you are today?

By asking lots of questions. It’s still what I do best. Now, my talents are just focused on understanding businesses as well as people.

What do you love about BeingIconic?

BeingIconic is the collection of great strategic and creative minds to form a robust launchpad for businesses looking to launch a rocket. Across our team, we’ve got expertise from the big end of town, start-ups, and traditional consultancy thinking — all rolled into one.

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Aly Karindjias

Operations Director

What does success take?

Having an always-on understanding of all aspects of the consultancy and seeing the car crashes well before they happen! Utilising the team’s individual strengths and understanding their ways of working is the secret to a productive team — when everyone is doing a lot of what they do well.

How did you get to where you are today?

I started in brand and product management within corporates, but something was missing. I craved something with purpose, to make a real impact. Then I met Ian Bell, who was equally impact and purpose-driven, and he helped me realise that marketing may be my passion, but operations is my superpower. Turns out that seeing systems, structures, and designs that don’t exist yet is a pretty useful skill when launching a business! That’s how I became a founding member of BeingIconic and haven’t looked back.

What do you love about BeingIconic?

All of it. That we are a marketing-driven business consultancy, that exists to help. I get to work alongside brilliant marketers, designers and strategists, using their superpowers to help founders and having a lot of fun on the way.

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Gaiana Capilla

Head of Content

What does success take

It’s having a deeper understanding of strengths and weaknesses. It’s asking questions like: What do I need to do more of? What part do I play in making collective goals happen? Success is a continuous process of learning and unlearning. It’s embracing the growing pains and coming out the other side a better version of myself.

How did you get to where you are today?

I like to explore new terrains that align with my passions. I enjoy the learning process and I’m easily bored by comfort because that just means I’m no longer growing. I like learning from others. I’ve always been both fascinated with and motivated by the idea that the more you know, the more you realise how little you do know.

What do you love about BeingIconic?

I was born curious, which is great because BeingIconic is a new space for me to flex this muscle further. A big part of my work process is to learn from others as much as I can and I believe that the team I work with here can really help me with that.

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We are partners. We are mentors. We are fixers. We’ll pave the way.