ABOUT CHARLIE XRAY

Building the Discipline of BrandOps

Brands rarely fall apart because the market turns against them. They fall apart because of drift: strategies that look great in slides but get lost in the chaos of execution.

Charlie Xray exists to stop that drift.

We turn brand from a set of intentions into an operating discipline — BrandOps — so strategy, execution, and growth stay locked in sync. We work with leadership teams who want brand to perform: founders, CEOs, brand directors, CMOs, COOs and operations leaders. B2B or B2C, early-stage or established — if misalignment is costing you momentum, you’re our people.

We partner with in-house teams and agencies. We don’t replace your creative firepower; we install the guardrails, rituals, and measurement that make great work consistent, repeatable, and commercially sharp.

Who We Work With

Leaders who feel the cost of inconsistency: growing companies tightening the machine, established organisations renewing discipline, and agencies that want delivery to match the idea every single time.

Where We Fit

Your agency makes the work. Your team runs the day-to-day. We make the system that keeps it coherent. Think of us as the connective tissue: governance, enablement, and measurement that stop good intentions from dying in the chaos of execution.

Proof & Perspective

This isn’t just theory. Charlie Xray is led by operators who’ve sat on every side of the table — client, agency, startup — and built a framework that’s practical, teachable, and scalable. Influenced by rigorous brand management, hardened by delivery, and obsessed with reducing brand drift in the real world.

Meet the Founder

Charlie Xray was founded by Jason Suttie — part strategist, part systems thinker, and someone who’s spent over 20 years pioneering BrandOps and helping brands show up better in the real world.

Jason cut his teeth in the agency world, building marketing programmes rooted in customer insight and creative execution. From early roles as a ‘Logo Cop’ (yes, policing stretched brand assets in pitch decks) to leading campaigns across digital, CX, and brand, he’s always understood one thing: consistency is what makes brands believable.

Later, after co-founding and scaling an agency, Jason stepped into the world of scaling startups — applying the same rigour to brand, but with faster cycles, messier teams, and higher stakes.

He’s since deepened that thinking with formal study under brand expert Mark Ritson, layering academic frameworks onto lived experience. The result? A belief that brand strategy only matters if it’s operational — and that’s exactly where Charlie Xray lives.

The Origin

Why “Charlie Xray”?

Charlie Xray sits right at the intersection of science and story.

It’s a nod to CX — the frontline of brand delivery. But it also reflects the mission: to see clearly through the noise, to find where brands are drifting, and to put in place the systems, tools and habits that bring them back into alignment.

The “Charlie” half adds humanity. Brands aren’t built by algorithms alone, and neither are we; “Charlie” reminds us that every insight must land with real people, in plain English, with a dash of personality. It’s the friendly voice that translates complex findings into practical next steps for teams on the frontline of CX.
The “Xray” half is our diagnostic lens. Like a radiographer peering beneath the surface, we use data, research and rigorous analysis to uncover the tiny fractures in customer experience that can grow into brand-breaking faults. It’s systematic, evidence-led and unflinchingly detailed — the sort of scrutiny that gives leaders the confidence to act.

Together, Charlie Xray is a promise: see clearly, act wisely, stay human. We find where brands drift off-course, then prescribe the systems, tools and habits that bring them back into perfect alignment with the customers they serve.

What We Do

We don’t do brand theatre. We build brand infrastructure.

Charlie Xray exists to build the BrandOps capability inside scaling businesses.

BrandOps over brand theatre.

Less posturing, more process.

Embedding codes, behaviours and tools across teams

Measuring brand performance through signals, not vibes

Making brand a lived experience, not a loose asset

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