About me

MBS-65As soon as we learn to talk the first question we ask is “why?” Why does the sun shine? Why do I have to do this? Why are there clouds? Why can’t I have what I want?

“Why” is the most fundamental word in our language because at a deep psychological level the human mind is always searching for meaning.  If you can answer that search for meaning for your customers, you will have a richer relationship and increased loyalty.

 As Simon Sinek says – “People don’t buy what we do, they buy why we do it”

I’m Ivor Lawrence and my company is called Underlying Form. I believe passionately in the power of brand strategies to transform companies, connect with their customers and motivate their workforce.

It’s a core to your business – a brand is a promise kept.

I specialise in helping organisations develop strong brands and improve the effectiveness of their marketing activity by focusing on re-discovering their vision:

  • Why – why are we here?
  • What is our purpose? What are we in business for?
  • Why should customers come to us and not go somewhere else?

I’ve worked on recent branding and communications projects with organisations such as Manchester Business School; University of Bradford; University of Wolverhampton; Liverpool John Moores University; Manchester Metropolitan University and Nottingham Trent University.

And I bring to my clients over 30 years experience in senior marketing and advertising roles with blue-chip organisations such as BP; Unilever; Lowes advertising and Sheffield Hallam University.


Ivor Lawrence MCIM



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