The story behind Upper Story

For fifteen years, I led brand and marketing at the kind of premium, high-growth, and publicly traded companies most people only get to admire from the outside — reinventing a beloved $300M+ national brand, scaling a retail name across four countries, and translating some of the most complex, regulated stories into narratives people actually believed. Across all of it, I noticed the same thing. The agencies had the creative firepower but were guessing at the truth. The consultancies had the rigor but stopped at the strategy deck. Almost no one did both — found the real, evidence-backed story and built the brand to tell it. So that’s what Upper Story does.