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Why did I start this blog?


The author of, Nicholas ('Nick') Griffin started this blog in 2014 as a way of sharing thoughts and insights on all things related to customer experience and brand. Based on real, everyday experiences and interactions with clients and colleagues around the world, the aim of this blog is to share insights, tips and opinion that may be useful to those working on organisational transformation, branding, or customer experience projects - or branding, retail, or transformation professionals. Broadly, the topics I cover fall into five categories:

  • Brand creation and evolution

  • Retail design

  • Digital interaction design

  • Organisational Culture Transformation

  • Technology

I welcome feedback and engagement from everyone so please get in touch by emailing me directly at

Thank you. 

Nicholas Griffin  Professional Profile 

Nicholas Griffin is an experienced businessman and designer who has passion for helping brands develop engaging customer experiences and transform commercially. He has been a resident of Dubai, UAE, since 2004 from where he is Chief Executive Officer for MENA and APAC at Principle Global (


Nicholas has over 25 years of experience in strategic brand, retail, digital and culture transformation which has seen him serve financial services and other brands across the world. More recently, these include ADIB, Riyad Bank, Bank ABC, Unaitas, Kuwait Finance House, EmiratesNBD, China Bank, Byblos Bank, Siam Commercial Bank, RHB, UBL, Bank AlFalah and First Bank. 


He began his career working in the United States with General Electric before moving to London and working with leading design agency Seymour Powell (SP). After his tenure at SP, Nicholas formed his own agency in London, who served brands like Nike, Adidas, Orange, Panasonic, Hasbro, Casio, Barclays, RBS, BP and Vodafone. 


In 1999, Nicholas built an online health food retailer which, along with his agency, were sold in 2002. Nicholas went on to work as a senior level consultant, for large corporations, helping them to solve complex brand and business challenges and deliver innovation in customer experience. In 2004, Nicholas moved to the Middle East to work for Private Institutional Investors, The Chandler Group where his role was wide spread, from branding and communications through to social investment and private office management.  Thereafter, he ran WPP’s Brand Union in the Middle East before joining allen international and running their business in Middle East, Africa and Asia.


An avid and passionate writer, Nicholas has an audience of over 15,000 banking and customer experience professionals who engage with his blog on a regular basis.


Nicholas has a BA(Hons) in 3-Dimensional Design from Manchester Metropolitan University

Principle Global