Do what you love, and don’t stop until you get what you love. Work as hard as you can, IMAGINE IMMENSITIES

Sam Dewhurst is a creative thinker, brand strategist, qualitative researcher and creator of the values driven brand process - The Monostory. Method ​​​​​​​​​​​​​​​TM​. She has over 20 years not for profit and commercial experience developing brands from the inside out for hundreds of personal clients and c-suite teams across goods and services, political, religious, aid, arts, music, media, sport, leadership, coaching, brand, education, finance, business, content, social justice, activism and advocacy, mental health, design and travel industries in Australia, UK and USA. She has and continues to be engaged in a broad variety of consultancy, advisory and management roles to solve organisational problems and implement change including CEO, Director, keynote speaker, TV, workshop and event host, curator and content creator, copywriter, editor, speechwriter, mentor, committee and governance leader, campaign manager and creative director. ​


How The Monostory Method ™ builds values-driven brands, best  practice brand culture and a strong foundation for  decision making, communications and change management.


Amy Jo Martin, Founder, CEO at Digital Royalty says“If we really want to be effective with communication, we have to humanise our brands.”

I view and build brands as I would encourage a human being to come home to themselves because I believe that Brand is identity - to continually be yourself and to possess yourself like no one else does.

This is as true for organisations as it is for individuals. Oliver Sacks says 

"To be ourselves we must have ourselves & possess our life-stories. We must recollect the inner drama and the narrative of ourselves. A man needs such a continuous inner narrative to maintain his identity, his self” and there is no better way to develop an inner narrative than to reflect upon, develop and live out true, meaningful and active values.

“When I talk about values I’m referring to the deeply held principles that guide our decisions - in a company setting, these need to be more than buzzwords. Think about it - if you don’t understand your own personal values, or if they are constantly shifting, you’ll likely experience an identity crisis. The same goes for companies. Job role and skillset aside, every employee should be clear about the goal they are all driving towards, and your company values must underpin that goal.’ says Alex Bard, CEO of Campaign Monitor,

‘A company’s culture is in a constant state of evolution, while its values make up the foundation."

Simon Sinek in his book Start with Why says, "Customers will never love a company until the employees love it first."  Your brand is built by the people who work on it. “Culture is simply a shared way of doing something with a passion.”  says Brian Chesky, Co-Founder, CEO, Airbnb so everyone in your company has to have a shared sense of identity. Tony Hsieh, CEO, Zappos says "It’s really important to come up with core values that you can commit to- you’re willing to hire and fire based on them. If you’re willing to do that, you’re well on your way to building a company culture that is in line with the brand you want to build.” Marketing is the end of the creative chain. Build creative cultures.” says Axel Schwann 2017 marketer of the year based on lions won and author of The Case for Creativity. I believe that HR is one of the most critical departments when it comes to brand building...

Do your values resonate with all the people who are building perceptions about your brand? 

I call what Sacks, Sinek, Bard, Martin, Hsieh and Chesky are advocating for - brand culture. 

I believe that integrating brand and culture powers some of the worlds best companies. 

Brand culture is the outworking of brand vision, values, norms, systems, symbols, language, assumptions, environment, location, beliefs, and habits. It is a product of such factors as history, product, market, technology, strategy, types of employees and management style. Everything that an organisation does to build a brand - every product or service they offer, every public statement, advertisement, website, internal policy, memo and business decision they make must be congruent with this foundation - this is your brand culture. 

There is brand culture in every organisation that will either set you up to be more innovative, productive and creative or just maintain your Business as Usual. Are you creating your brand culture or are you letting your existing culture create your brand? Either way, your brand will be built and according to the worlds most valuable brands, it is essential that you understand and build brand culture if you are going to be healthy and sustainable. 

Here is a list of the worlds most valuable brands according to Forbes 2017

  • Apple builds a culture of innovation
  • It’s the people that make Google what they are today
  • Microsoft wants to empower every person and organisation on the planet to achieve more
  • Diversity is an integral part of who Coca Cola is, how it operates and how they see the future
  • Amazon has a culture that rewards innovation, long hours and purposeful conflict
  • Disney builds its famed culture on the four circumstances: innovation, support, education and entertainment
  • Toyota is built on continuous improvement known as Kaizen
  • Samsung a place where people execute as quickly as a startup company.​
  • Facebook is strong, full of benefits and transparent.

“In the wake of the Facebook-Cambridge Analytica debacle, we’re hearing a lot of new and interesting ideas about how to solve the so-called Facebook problem: Let’s classify Facebook as a monopoly and break it up. Let’s declare it a public utility and regulate it like electricity or phone service. Let’s force Facebook to reveal exactly how its algorithm works so there’s greater transparency and accountability.” By declaring this statement in Wired magazine in April 2018, journalist Jessica Rich is holding Facebook to their brand values and how the culture of Facebook responds will be paramount. 

The other thing that Jessica’s comment is directing our attention to is the desire for relationship between creativity, innovation and productivity in business. It is at an all time high. 

Millennials are the generation driving the workplace changes of the near future and they  desire a strong brand culture  more than anything else when deciding who to work for.(2) 

Studies have indicated measurable increases in turnover for companies with poor or nonexistent culture, and conversationally, culture is mentioned more frequently between entrepreneurs.  ​Rather than aimless and undisciplined blue-sky thinking, Amantha Imber of inventium asserts that creating and nurturing an innovation culture involves “The need to set clear organisation-wide goals to keep people's efforts focused and effective.” 


Every organisation has a soul crafted by values.

It has a story to tell that is unique to them. Sure organisations may solve similar problems or offer similar products but it's the why behind the what that gives it soul. When I was working on Coca-Cola, we never saw it as another Cola product, another soft drink. It wasn’t just about physical thirst, it was about a human thirst for happiness. This is what the brand Coca Cola, at that time, was about.  There is always a brand inside the brand that is being built - this is the soul, the DNA and  the heart of your organisation.

​The corporate world is still marvelling at the three-year turnaround tale of Microsoft driven by chief executive Satya Nadella. "Satya Nadella is a values-based leader' says Peggy Johnson executive vice-president of business development, 'the leadership team spends lots of time talking about developments in terms of the company’s broader mission and ambitions.“That’s where he spent his time first as a CEO,” she says. “He wasn’t digging in technology and reorganising things, he was asking, ‘What’s our soul?’ The soul that Satya speaks of is found in what you value. Edward De Bono says we understand how important values are but we treat them in a vague way.  ​​

Monostory means ONE STORY and is aligned with what the artist propaganda says “We are not called to sameness, we are called to oneness.” 

Oneness is a unified culture. 
When  your organisation has oneness, it communicates with clarity. 

I created the Monostory Method™  to use intentionally with every one of my clients to develop their values-driven language as a clear, defined foundation for brand culture.

 Language is more than just a means of brand communication, it informs and develops brand culture, organisational thought processes, clear decision making and best practice. 

The Monostory Method™ is used to find and activate your brand values so that they can be used as best practice - to bring clear communication, decision making, productivity and innovation to every area of your organisation.

The Monostory Method™ is facilitated by Sam Dewhurst with the c-suite of your organisation, face to face and in group work​.  We look at the most important areas of your business across the 5 areas of brand culture :

    •    Seeing - active values that create your core brand message
    •    Being - active values that create brand personality
    •    Doing - active values that communicate your brand culture - what you do.
    •    Living - active values that solidify your brand promise
    •    Leaving - active values that propose your brand benefit
The Monostory Method™  will unlock and give back to you :

    •    Brand Culture of each key area of your business
    •    Value proposition​ across the various business areas
    •    The core values
    •    Brand KPI checklist for management reporting
    •    Brand counterfeits unlocked to develop bridging strategies that move your culture towards your true values

Specific to brand communications I also unlock your

    •    Brand archetypes
    •    5 senses for emotional connection

The Monostory Method™ can also be used as a personal brand and leadership development exercise with team and staff. Monostory has been called ‘Brand therapy’ by many personal clients because it helps people ‘come home to themselves in a practical way.  


“Homesickness is defined as a quality of mild unease, of feeling unsettled, off-centre perhaps, or a little ungrounded—like there is some place you belong, but you’re not sure it even exists.' There is a reason for this that brings many personal brand clients to Monostory. ’We arrive in the world complete, but as we move through life we begin to energetically discard parts of ourselves. Sometimes that is by choice. The things we learn not to like, we disown—a part of our body that we perceive to be ugly; our desires, anger, or emotions that we were once chastised for. And sometimes it is through no choice of our own that parts of us leave. It is said that during traumatic experiences pieces of our soul become so frightened that they scatter.”​​​​​(3)

The same is true of organisations.

Hatch and Schultz(4) believe that every healthy organisation has three coherent elements - vision, culture and image. When these three elements are not working together homesickness happens.

It can be a vision-culture gap which happens when management moves the organisation in a direction that employees don't understand or support or when there is a gap between rhetoric and reality. An image-culture gap happens when an organisation doesn't practice what it preaches or an image-vision gap when there is a conflict between an organisations stakeholders and the strategic vision of the management.

Seventy percent of change programs fail to achieve their goals, largely due to employee resistance and lack of management support.

That is why I work within your organisation and alongside your departments to build empathy, community, and shared purpose in managing change - when people are truly invested in change it is 30 percent more likely to stick.(1)

The integration of Monostory in bridging gaps and developing your brand culture from where it is to where it can be is essential  when it comes to lasting self evidence, brand integrity and best practice. 'Doing' Monostory is not always the same thing as 'implementing' Monostory, especially in larger organisations where change needs to be managed well.

​I believe that a lot of good work is done in ideation of best practice but not a lot is done to determine where the organisation is at right now to bridge the Knowing-Doing gap - a space where The Counterfeit Monostory ™ process can help a company build bridges towards best practice.

Most of my clients engage me in an ongoing manner to help them manage change as a consultant, through staff workshops, as an advisor to the leadership team or to spearhead innovation and productivity projects alongside team members. This personalises and builds direct connection between the change required.

I adhere to the McKinsey 7S model of hard and soft elements of change management. 

"Placing shared values in the middle of the model emphasises that these values are central to the development of all the other critical elements. The company's structure, strategy, systems, style, staff and skills all stem from why the organisation was originally created, and what it stands for. The original vision of the company was formed from the values of the creators. As the values change, so do all the other elements." (2)

Whatever type of change your organisation is facing – restructuring, new processes, organisational merger, new systems, brand launch or change of leadership – the 7S model can be used to understand how the organisational elements are interrelated, and so ensure that the wider brand impact of changes made in one area are taken into consideration across the whole brand culture.

If you are interested in The Monostory Method ™ and The Counterfeit Monostory ™ either personally or as an organisation, you can contact me on

(2) McKinseys on Changing Change Management
(3)  Helen Avery
(2) Peter Lind Monitoring Business Performance: Models, Methods, and Tools 2015 

"a bright light full of enthusiasm & interest in others"

“One of the reasons why I work is the chance to do stuff with people like Sam. She is a bright light that shines wherever she goes — full of enthusiasm, interest in others, and a love for what she does. I would fully recommend Sam to anyone who is considering using her services.”

"dynamic ,entrepreneurial, big & conceptual thinking "

“​​Sam is unlike any other person I’ve ever met. Dynamic, entrepreneurial and big thinking only begin to touch on some of the qualities she carries. Sam is a guru on trends, new ideas and conceptual thinking. Her love for keeping one finger firmly on the pulse of culture, society, people and brands always meant she was the go-to source for inspiration and next-practice thinking. I loved working with Sam and would highly recommend her to anyone looking for a brilliant minded and passionate individual."

 " sustainable frameworks for decision making "

“​​​​​​Going through a values based branding process with Sam Dewhurst was an incredibly defining moment in my life. Sam’s model of drawing out values and virtues I hold dear provided me with an extremely important framework that I use to make all my decisions by. What’s more, her approach is sustainable. Whereas many fall into the trap of looking simply to their skills and experience, Sam’s methodology has resulted in a set of principle-based guidelines that I use to make my choices that keeps my long term vision in full view. Sam has truly captured my essence throughout this process and I frequently recall the statements we developed in that time, reminding me to remain true to my personal values.”

 "clarifying, efficient & effective "

“Before working with Sam I was frustrated when communicating my brand with designers. As a result I wasted money, revision after revision. In one session with Sam she helped me to get crystal clear on how I should communicate my brand values to everybody from designers to employees. I can honestly say it has saved me money, time and hassle. I would highly recommend business owners work through this process with sam@monostory.”

"results driven methods that work"

“We love it! You somehow grasped the essence of what we hope our business to be about from ten thousand miles away. Thankyou very much for this outstanding work.” 

"an engaged problem solver "

 "..I know what I want when I see it – it’s just getting there that is difficult and you have solved this for me.”

"Someone who cares deeply for the outcome, for the people through the process, Sam is the catalyst that has revolutionised our identity."

"It is an understatement - but Sam been the catalyst that has revolutionised our organisation’s identity and provided a clarity of thinking previously missing. Her Monostory process reveals the one story of the brand and then wraps it in authentic language. This has been such a revelation to the board and for me as CEO of the organisation. But more than all this- Sam is someone who deeply cares for not only the outcome, but also the people through the process. I am humbled and so thankful for all Sam has brought and continues to bring to the organisation I serve and the role I have. Thank you."

"articulate message & execute vision" 

“Not only is Sam Dewhurst a specialist in her field, but also she immersed herself in understanding who we are in order to help us articulate our message and execute our vision while holding true to our vision. I would highly recommend every CEO to engage her skill set and embark on their brand journey.”


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