GRAND BRAND PLANS

From start-ups to heritage leaders, we help luxury and lifestyle brands build standout positioning, meaningful customer experiences and future-facing strategies rooted in real audience insight.

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services

I.
Ultra & High-Net-Worth Customer Research

Our work goes beyond demographics - connecting brands to the nuances of identity, aspiration, and lifestyle that define luxury todaY.How? Through in-depth qualitative research, expert interviews, and close cultural listening, we disclose the codes, cues, and behaviours that shape high-value customer decision-making.With rare access and first-hand expertise, we help brands uncover what truly motivates U/HNW individuals, translating these insights into meaningful brand actions, experiences, and growth strategies.

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II.
Brand strategy

From positioning and architecture to messaging and experience principles, we shape brand strategies that create enduring value and category leadership.How? Our approach blends business thinking with cultural relevance and an informed POV on the lives of U/HNW individuals. You can be confident that your brand will connect meaningfully with the audiences that matter.Industries Served:
Alcohol, Automotive, Fashion, Finance, Healthcare, Hospitality, Property, Placemaking Technology, Travel & Wellness.

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III. Innovation & Growth Strategies

When established brands need to evolve - whether through innovation, reinvention or expansion - we bring fresh strategic thinking rooted in customer insight and cultural fluency.How? We partner with internal teams to reframe challenges, identify new opportunities, and unlock forward-facing brand potential.From new product development and portfolio strategy to audience re-definition and experience design, we help brands move with confidence into their next chapter.

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IV.
Start-Up & Venture Branding

For early-stage businesses, we build brands with purpose, clarity and creative direction from day one. Whether you're pitching for funding, launching to market, or scaling up, we craft the strategic foundation that sets your venture apart.How? We work closely with founders to articulate vision, define audiences, and create practical brand tools - from names and narratives to identity briefs and go-to-market messaging.Always grounded in strategy, always ready for growth.

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ABOUT

Grand Brand Plans helps luxury and lifestyle brands, whether start-ups or long-established houses, understand their audiences and define their place in the world. We focus on what matters most: how people experience a brand, how it fits into their lives, and what will keep it relevant over time.Led by founder Gabrielle Kaegler, Grand Brand Plans draws on extensive experience and a network of trusted advisors across fashion, retail, hospitality, private banking, and prestige automotive. GBP's atypical thinking has guided brands through reinvention, product innovation and evolving customer experiences, always with one guiding principle: the customer.Gabrielle also writes The Affluent Lens, a Substack exploring the behaviours, values, and expectations of UHNW and HNW individuals. Designed for strategists, founders, and luxury brand leaders, it reflects her commitment to understanding the world's most discerning consumers.