Sue Pedley is an associate consultant with Cornerstone.She specialises in communication and brand planning. She has a special interest in brand revitalisation, having dealt with many declining brands in her advertising days. Sue began her career in research, before moving to DMB&B as an account planner, and then to EURO RSCG, where she became a board director responsible for strategic planning. She worked with many blue chip clients, including Cadbury, Reebok and Proctor & Gamble, and won an IPA effectiveness award for her work on Direct Debit. In 1993 Sue launched her own strategic consultancy, helping clients to breathe fresh life into their brands. She specialises in researching complex issues, often with ‘expert’ consumers. Her areas of interest include healthcare, financial services, IT, and the voluntary and community sectors. Sue has wide-ranging experience, across commercial, voluntary and public sectors, using both qualitative and quantitative research techniques.Sue has an MBA from Kingston University, where she is a visiting lecturer on international advertising.