Build an iconic brand.
Give your brand up to 4× more chance of success by building it with a formal brand-building workflow.3
Build an iconic brand
Big brand workflows Customised to your business 12 weeks with AI
Scroll to find out more.THE PLAYBOOK, IN ONE MINUTE
Most new brands fail.
Give yours a better chance.
Just
24%
of new launches succeed.1
But
94%
succeed at businesses using a formal brand-building workflow.2
Research shows that using structured brand-building workflows can improve your brand’s chances of success by up to 4×.3
For founders and lean teams, The Playbook for AI Brand Building:
- Gives you access to the secret workflows used to build some of the world’s most successful brands.
- Fully customises the workflows to your brand or business.
- Trains your AI to do the heavy lifting and helps you make better-informed decisions.
Build an iconic brand in just 12 weeks, for just £395.
EARLY READERS
Testimonials.
Wow this is amazing! I thought this might just be an expensive list of copy-paste ChatGPT prompts. It isn't. The briefing frameworks force AI to think like a seasoned brand director. In Stage 02 and 03, the Playbook stress-tested our positioning in ways that prevented us from burning thousands on the wrong audience. Such a clever way to leverage industry knowledge with accessible technology.
I’ve done a few online courses before but this is so much more than that. Instead of a one size fits all approach, the playbook adapts everything to my brand, from the examples it uses to overcoming the specific challenges brands like mine encounter. Incredible value for money.
Launching my brand while working my day job 9-to-5 left me with analysis paralysis for months. The structured sequence breaks down the entire mountain into 10 manageable steps, and I finished stages 1 to 4 in 2 weeks.
If you don't have the funding for agency support this is a game-changing option. … It gives small startups enterprise-grade thinking without enterprise spend.
In my opinion, this should be compulsory reading for anyone about to launch a brand. This brilliant playbook showed me the easy-to-make mistakes before I made them. It predicted the common founder behaviour and made me rethink my entire roadmap before launch.
I don't have a marketing background or much experience with AI. The Playbook helped me understand how to launch my brand, step by step, what to do at each stage and how to check the work coming back from my AI was good.
1 of 6Swipe to explore
AS FEATURED IN
THE COMPLETE PLAYBOOK
Build an iconic brand in a fraction of the time for a fraction of the cost.
- Instant access
- Full customisation
- Four foundations and ten stages
- Your customised Launch Book
- Typically 12 weeks, at your own pace, with your own AI assistant.4
£595
£395
VAT included · One payment
Buy the Playbook Start your free trialTry Stage 01. No card details needed.
14-day money-back guarantee. If the Playbook isn't for you, email hello@destreza.ai within 14 days of purchase and we'll refund you in full. No reason needed. This doesn't affect your statutory rights.
THE SITUATION
Most new brands fail.
40 million+
New brands and businesses launch every year.5
76%
76% of new launches fail.1
6%
Only 6% fail at businesses using a formal brand-building workflow.2
There is a better way. The biggest businesses use a formal brand-building workflow to turn promising ideas into brands that last.
Until now, those workflows have taken huge teams and huge budgets to run, but AI is changing the world of brand building...
THE IDEA
Build your brand
the way icons are built.
The Playbook for AI Brand Building codifies the workflow used by some of the most iconic brands and businesses in the world and adapts it for the age of AI.
Founders and lean teams can now run those workflows with their own AI, improving their chances of building a successful, iconic brand without needing huge teams or huge budgets.
In just 12 weeks.
Around 2 weeks for customisation and foundations, then around 1 week per stage, working at your own pace with your preferred AI assistant.
For £395 all-in.
A fraction of the cost of a senior consultant, who could charge up to £150,000 for a 12-week programme.6
HOW IT WORKS
This is not a textbook.
This is not a course.
It’s a practical, fully customised workflow that helps you build your brand with your AI.
STEP 1
Customise your Playbook.
Tell us about your venture, its category, how you’ll reach customers and what you want to achieve. We personalise your Playbook to your business from 1,650 possible configurations.
Customisation + foundations · Weeks 1–2
YOUR PLAYBOOK
Let’s shape it
around you.
Tell us what you’re building.
Your ventureAcme Corporation
Your businessConsumer product
Your route to marketDirect to consumer
Your ambitionBuild and launch
Your Playbook, personalised.Four foundations. Ten stages.
Personalisation preview · Scroll to explore
STEP 2
Build your knowledge of how modern brands grow.
Build your knowledge of how brands grow, how to reach more buyers, how to earn a premium and how to keep customers. Use your AI to connect the principles to your own venture.
Customisation + foundations · Weeks 1–2
Actual Playbook page · Scroll to explore
STEP 3
Build your brand, stage by stage.
Work through ten stages with your AI, from testing demand to planning your launch. Your AI researches, develops and builds out your strategy step by step, then helps you evaluate the work and make the decisions.
Ten stages · About one week per stage
Actual Playbook page · Scroll to explore
WHAT’S INCLUDED
Content overview.
From your first idea to a brand you’re ready to launch and grow.
Introduction
Introduction
Understand the method, the evidence behind it and how the Playbook adapts to your venture.
See how you and your AI will turn the workflow into your brand’s Launch Book.
Onboarding
Onboarding
Set your venture, category, route to market and ambition, then organise your workspace.
Then brief your AI to work with your project profile and build your brand’s Launch Book.
Foundations
How brands grow
Understand the three levers of growth: more buyers, a better price and more value from each buyer.
With your AI, build your understanding of which levers matter for your venture.
Penetration
Learn why being easy to think of and easy to buy drives brand growth.
With your AI, build a view of how customers will remember and find your brand.
Why premium works
Explore how distinctiveness and meaning help a brand earn a higher price.
With your AI, develop your understanding of what could justify a premium in your category.
Loyalty and the data dividend
Understand repeat buying, customer value and what purchase data can teach you.
With your AI, build a clearer picture of how each customer can become more valuable over time.
The 10 stages
01 · Evidence
Find out whether people want it — and whether the numbers work.
With your AI, build an Evidence Verdict on whether demand and commercial numbers justify proceeding.
02 · Insight
Get to know your buyers and what would make them choose you.
With your AI, build an Insight Platform grounded in your buyers’ needs, tensions and barriers.
03 · Strategy
Choose where to compete, how to win and what to leave behind.
With your AI, build your strategy, setting the choices your brand will follow.
04 · Brand
Define your brand’s proposition, story and name.
With your AI, build your brand proposition, story and name.
05 · Identity
Create a visual identity people can recognise and remember.
With your AI, build your brand identity, defining the sensory cues buyers will recognise.
06 · Connections
Plan how your brand reaches the people most likely to buy.
With your AI, build a connections plan, assigning a clear job to each channel.
07 · Design System
Bring your brand to life consistently, wherever people meet it.
With your AI, build a Design System that turns the identity into consistent assets and templates.
08 · Launch
Turn the strategy into a launch plan you can actually deliver.
With your AI, build a Launch Runbook covering readiness, timing, roles and measurement.
09 · Retention
Give first-time buyers a reason to come back.
With your AI, build a Retention Plan that gives buyers reasons to return.
10 · Performance Cycle
Run weekly, monthly and quarterly reviews that turn results into your next move.
With your AI, build a Performance Cycle for weekly, monthly and quarterly reviews.
ABOUT THE AUTHOR
Andy Parton.
- 16+
- years building iconic global brands
- 6+
- years pioneering AI
- 60+
- markets
Brands Andy has launched or built
Retailers & marketplaces Andy has activated
Agencies & consultancies Andy has engaged
Platforms Andy has worked with
Questions?
Is my business a fit?
Almost certainly.
The workflow covers physical products, digital products and subscriptions, consumer services, and venues or experiences. It adapts to your venture, route to market and ambition. For regulated sectors, use it alongside the specialist advice your business needs.
What if I have already started building the brand?
No problem at all.
Bring the work you have already done into Stage 01. The Playbook helps you assess the evidence, identify any gaps and decide where to pick up. Work you have already done well does not need redoing.
Can I not just do this myself with ChatGPT?
Absolutely, and you’ll probably get an answer which sounds great.
The issue is that to get the best out of AI assistants like ChatGPT, you need to know what to ask them to do, which models, skills and loops to use, in what sequence, and how to assess the work.
The Playbook gives you that workflow, with ready-to-use briefs, a clear sequence and decision points, so you can put your AI to work on your brand.
Do I need to know how to use AI?
No.
All the AI tools we recommend are easy to use, and we include a setup guide to help you get the most out of them.
Does the price include AI tools or an agency?
No. You choose your own AI assistant.
The price includes the complete Playbook. Any AI subscription, research or specialist support you choose is paid for separately, so you can use the tools and support that suit your business.
How long does it take?
Typically 12 weeks, working at your own pace.
Allow around two weeks for customisation and foundations, then around one week per stage. You can move faster or take longer, depending on your starting point and the time you have available.
What is the difference between Full and Core?
You choose how deep to go.
Full Build takes every stage through its complete set of passes. Core Build reaches the same ten outcomes with fewer passes at each stage. Both retain the stage sequence and founder decisions. Choose the build depth in your workspace.
What makes it personalised?
It is built around your venture.
Your venture, route to market and build depth shape the work, from the examples and evidence sources to the commercial questions you explore. There are 1,650 possible configurations. Your free trial lets you see how the Playbook adapts to your own business.
Is this an AI-generated document?
No.
The Playbook for AI Brand Building is an authored methodology with teaching, working prompts and decision points. Your AI uses the workflow to research and develop the work for your business, while you assess the evidence and make the decisions.
Can I get direct consulting support from Andy?
Yes.
Direct consulting is available. For more information, please visit destreza.ai →.
How does Playbook pricing work?
The Playbook costs £395 all in.
We reserve the right to adapt our pricing in the future.
When will I receive it, and what are the terms?
The Playbook is available now.
For terms and conditions, see here.
Do you offer a guarantee?
Yes. We offer a 14-day money-back guarantee.
If the Playbook isn’t for you, email hello@destreza.ai within 14 days of purchase and we will refund you in full.
Can I use it on my phone?
Yes.
The Playbook is optimised for use across multiple platforms including mobile phones, tablets, laptops and desktop computers. All content can be accessed across all of these platforms.
For the optimal experience working with your AI assistant, we recommend setting up your workspace on a laptop or desktop computer.
Try it on your idea.
Try Stage 01. No subscription, no card details, no commitment.