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A boutique global consultancy and training company. We bake simple and delicious strategies for brand-led transformation.


A better world starts with better brands.

Tell me more

To impact positive change in the world one brand, and one person at a time.


We’ve been baking ideas for the world’s leading brands.


Game-changing strategies for game-changing brand builders.

What we do

We provide an end-to-end journey of business, brand, product and communication strategies across geographies and categories.


We empower brand builders by being their right hand through our consultancy services.


We build capability and
confidence of marketing
teams on best practices.

We offer strategy through

Our Difference

We are different because we are:
  • Specialists
    When you only do brand strategy,
    you get really good at it
  • Former Brand Leaders
    We’ve been in your shoes before
  • Respected
    Teacher & preacher at the best brand
    festivals and forums
  • Impartial & Independent
    Free thinking with no hidden agendas
  • Quick & Efficient
    No endless powerpoint presentations
    that run forever

Fresh Baked

The New Way of Keeping Sane: Have A KitKat, Take a Bubbly Bath with a BMW!

The demand for mental care has escalated big time in recent years; especially given increasingly chaotic circumstances and resulting stress levels of modern life. And just like any other trend, where a certain type of demand is unquestionably growing, brands took notice.

Our founder Serfi gives the recipe for an everlasting partnership!

Proud to be baking strategic ideas together for one of MENA's largest food companies since 2014 & continuing to inspire all Goodyians to amaze!

Our Website is a 1st Place Winner!

Our website won the first place at the leading web design awards

Bayer ''Art of Brief'' Live Online Training

Completed our first live online training!

Idea Bakery Loves- Is Creativity in Lockdown?

Watch how brands keep using the same creative ideas and story flows.

Idea Bakery Loves- Fresh Baked Emojis for the New Normal

&Walsh's custom emoji set to address our new way of life

Re-Imagining the Fashion Industry

In the Aftermath of the Pandemic... An inspirational thought piece from one of our idea bakers, Begüm!

Idea Bakery Loves- Jeep's ''Same Day'' Commercial

From today on, we'll be sharing communication examples which we believe rise above the standards.

Brands & Marketing During Crisis Times

Idea Bakery’s HUMAN Guide to Sift through the Essentials

Oscars Advertisers Lack In Flavor While Personal Brands Take Spicy Stands!

As the crown jewels of the awards season were distributed last Sunday night, the commercials that aired in between the show were far away from displaying any kind of sparkle!

The Top 5 Key Ingredients to Take Into the New Decade

We’ve identified 5 big themes to keep from the last decade's final award-winning campaigns and baked them into a delicious “inspiration cake” that we think if applied to your brands will make for some interesting food for thought in 2020 and beyond.

Sweet Shared Sentiment Wins the Super Bowl

The top 5 learnings on brand recipes which turned out to rise up and scored a touchdown, and those that flopped in the oven!

Mass Going On Premium

And collaboration is not the only enabling medium!

What’s The Purpose Of It All?

Nothing is only ‘profit’ related anymore, as we are living in the age of Impact Economy!

Is There Life After Likes?

As the most popular social platform is preparing to remove like counts from the picture all together, one single question arises, how will it impact the 'likeability of the platform itself?

5 Lessons in Brand Building from Game of Thrones

What does the potentially biggest brand in current day storytelling have to offer?

A whole new ‘Challenger Brand Framework’ for the Beauty Giant Coty!

Idea Bakery has re-defined Brand Building for Coty Global with a Challenger Spirit and Beauty/Luxury lens.

Training Merck Global Marketing from Bogota to Vienna!

Idea Bakery is proud to announce its newest client acquisition - Merck Global.

“Courage” Panel at Procter & Gamble in Cincinnati!

Idea Bakery Founder & CEO Serfi was invited to speak at a panel on Courage in Cincinnati to Procter & Gamble’s Global Brand Building Integrated Communications Department.
See All

A diverse group of experts with an accumulated 300+ years of track record of brand turnarounds in multiple categories and geographies.



‘‘I highly recommend Idea Bakery. It is a pleasure to work with such talented and passionate brand gurus. They have extraordinary strategic minds, and an unparalleled ability to concisely and clearly develop a business strategy through the brand lens. Their work has consistently delivered a step change in consumer engagement and business results.’’
Giannella Alvarez
Americas CEO Beanitos Former Global CEO Vitaminwater & Former Americas CEO Barilla
‘‘Working with Idea Bakery has led to a great outcome that we are now working with to shape our future and it has been a lot of fun as well. What impressed me most is the sense of ownership that Serfi and Alex apply, which give everything a real sense of teamwork.”
Heiko Petersen
Global VP Bayer Consumer Care AG
‘‘Next to the brilliant training sessions that have played a huge role in transforming the company, the equity workshops have been fantastic and have resulted in brand equities that will change the game at Ontex for sure. We see Idea Bakery as our own little green Yoda - our secret and sage mentor.”
Tim Vandenbulcke
Global MD Ontex
‘‘Three highly energetic and equally knowledgeable ladies have taken turns in co-developing our fundamental training materials under our 'lovebrand building' umbrella and delivered multiple trainings across the world. Feedback from the organization has been outstanding. Kudos to Serfi, Sandy and Alex.’’
Atilla Cansun
Global CMO Merck Consumer Health


Consumer Trend Partner

Through our content partnership with Trendwatching, the biggest platform of consumer trends in the world, we enable our clients to stay ahead of time, build brands that matter, products that delight and campaigns people can’t
stop talking about.


Content Partner

Through our strategic partnership with Warc, the global marketing information platform, we build knowledge through the most trusted research, case studies, best practices, data, and inspiration.


Co-Creation Partner

Through our strategic partnership with Eyeka, ‘the co-creation community’, we connect 380.000 creatives in 175 countries with brand builders. The Eyeka community solves business problems through idea, concept, design, product, positioning, experience and communication development.


Automotive Consultancy Partner

Through our strategic partnership with EFS, a bluechip Automotive Consultancy Company operating in the Americas, Asia and Europe, we bake brand positionings for the world’s leading car brands, taking our expertise to China, Russia and the rest of the world