The thinking behind The BrandFix
Based in Virginia. Working with beauty, personal care, and lifestyle clients across the US.
Hey there, I’m Nancy Ampaw.
I’m an award-winning consumer marketing strategist, brand consultant, and author. I founded The BrandFix to help beauty, personal care, and lifestyle brands build the kind of strategic foundation that turns strong products into lasting brands.
My work sits at the intersection of consumer psychology, customer research, and marketing education. Before founding The BrandFix, I worked in brand management at Selfridges — one of the UK’s most well-known luxury retailers — and spent two years supporting over 100 marketing professionals through career transitions and repositioning. That work gave me a direct view into how brand teams think, and what they’re under pressure to deliver.
Alongside this, I’m a guest lecturer in Consumer Marketing at De Montfort University and am currently writing Add to Cart — a modern guide to consumer theory for founders and marketers exploring how politics, gender, identity, and culture shape the way people buy.
My philosophy is simple: brand loyalty isn’t dead — it’s just harder to earn.
Why it works
Most beauty and lifestyle brands stall not because the product is wrong, but because the brand story hasn’t kept up with how their audience thinks and buys. Not yesterday, not tomorrow, but right now.
Today’s consumers, particularly Gen Z and millennials, make decisions differently. They respond to brands that reflect their identity, align with their values, and show up consistently across every touchpoint.
The BrandFix is built on that understanding. Every engagement places consumer psychology, real brand experience, and designed to give you a strategy that you can apply instantly.