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Flying Lizard

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Wellington, New Zealand
Brand = Ultimate Financial Strategy | Master-level Strategy Services
Brand Strategy for Founders and Leadership Teams I provide master-level brand strategy for founders, entrepreneurs, and leadership teams at inception or inflection points. With more than 30 years of commercial experience, I translate frameworks from Neumeier, Aaker, Kapferer, and Ries & Trout into practical strategic systems that protect capital and build enterprise value. Flying Lizard operates solely in the discipline of branding strategy. I do not provide design or marketing execution. My focus is to establish the single strategic idea that connects vision to value and turns brand purpose into measurable financial advantage. By completing strategy first, marketing costs drop, campaign timeframes shorten, and design processes become significantly more effective, because every action follows a unified direction. Engagements include the Brand Strategy Workshop, brand architecture projects, and ongoing strategic advisory. Each project delivers a structured foundation that removes confusion, sharpens messaging, and aligns every downstream activity to a coherent plan. Clients engage Flying Lizard when they require an external perspective that challenges assumptions and reveals strategic opportunity. The work strengthens margins, improves decision-making, and ensures that every communication and campaign investment compounds over time. Flying Lizard serves founder-led enterprises seeking vision, differentiation, and growth. Your marketing is not broken. What is missing is the strategy beneath it. Begin with strategy, and every marketing effort becomes an investment.
1 person in their team
Speaks English
1 project in their portfolio
Works remotely across the globe
Sortlist member since 2024
Founded in 1998
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Services

4 services offered by Flying Lizard

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  • Description
    Master-level branding strategy for founders and leadership teams. Defines the brand’s foundation, positioning, and value architecture before any marketing or design begins. This process reduces future marketing cost and improves ROI by ensuring every campaign follows one strategic direction. Also available: Brand Architecture and Founder Advisory on strategic guidance for leaders requiring full repositioning or ongoing strategic governance.
    Skills in Branding & Positioning (22)
    Brand ArchitectureBrand StrategyBrand IdentityBrand DevelopmentCorporate BrandingBrand ManagementBrand ExperienceBrand ConsultingBrand NarrativeBrand Building+12
    Work in Branding & Positioning (1)
    Cultural Branding: Waitaki Development Board, NZ - Branding & Positioning
    Client in Branding & Positioning (1)
    Waitaki District Council Development Board NZGovernment & Administration | regional
    Learn more about Branding & Positioning
  • Description
    Brand-first marketing strategy that ensures campaigns and activities stem from a unified foundation. I help founders and advisors transform marketing spend into investment by aligning messaging, targeting, and execution with the overarching brand strategy.
    Skills in Marketing (14)
    Communication StrategyReputation ManagementMarketing StrategyB2B MarketingMultichannel MarketingMarketing ConsultingMarketing AnalyticsB2C MarketingTarget Audience DefinitionMarketing Mix Optimization+4
    Work in Marketing (1)
    Cultural Branding: Waitaki Development Board, NZ - Marketing
    Client in Marketing (1)
    Waitaki District Council Development Board NZGovernment & Administration | regional
    Learn more about Marketing
  • Description
    Strategic guidance that aligns all internal and external communication with the brand’s defined strategy. Establishes a clear narrative, tone, and messaging framework for founders, leadership teams, and vendors to follow, ensuring coherence across every channel.
    Skills in Corporate Communication (7)
    Corporate PublishingInternal CommunicationStrategic StorytellingBrand Messaging SystemsCommunication ArchitectureTone and Voice DefinitionLeadership Alignment
    Work in Corporate Communication (1)
    Cultural Branding: Waitaki Development Board, NZ - Corporate Communication
    Client in Corporate Communication (1)
    Waitaki District Council Development Board NZGovernment & Administration | regional
    Learn more about Corporate Communication
  • Description
    Not design execution, but the strategic framework that governs how identity should look, feel, and communicate. I define the direction that guides designers to create coherent, on-brand visual systems. Saving time, reducing rework, and ensuring visual consistency from day one.
    Skills in Graphic Identity (6)
    Identity DesignBrand Identity FrameworksCreative Direction AlignmentVisual Strategy DefinitionDesign Vendor Briefing SystemsConsistency Governance
    Work in Graphic Identity (1)
    Cultural Branding: Waitaki Development Board, NZ - Graphic Identity
    Client in Graphic Identity (1)
    Waitaki District Council Development Board NZGovernment & Administration | regional
    Learn more about Graphic Identity
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Team

1 member in Flying Lizard's team

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StoryFlying Lizard is a one-person consultancy led by strategist Dayne Smith. I work with founders and in-house teams to clarify brand direction before marketing begins, integrating as an external strategist to strengthen focus and uncover hidden value.
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Contact

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Details

  • Headquarter41 Hopper Street, Mount Cook, Wellington, New Zealand