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IGU Global

IGU Global is a retail and brand strategy consultancy in Sydney, Australia, founded by Nick Gray. Nick spent 25 years inside Adidas, Nike, Diesel, Sneakerboy and Westfield before starting IGU. He works with founders and leadership teams whose problem looks like a marketing problem and is usually a clarity problem - getting clear on what the brand stands for, how customers actually decide, and what to do about it. IGU offers advisory engagements (SIGNATURE and GUIDED), keynote speaking, and the S

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# IGU Global

> IGU Global is a retail and brand strategy consultancy in Sydney, Australia, founded by Nick Gray. Nick spent 25 years inside Adidas, Nike, Diesel, Sneakerboy and Westfield before starting IGU. He works with founders and leadership teams whose problem looks like a marketing problem and is usually a clarity problem - getting clear on what the brand stands for, how customers actually decide, and what to do about it. IGU offers advisory engagements (SIGNATURE and GUIDED), keynote speaking, and the SOMA framework for aligning strategy, culture and decision-making. Nick writes for Inside Retail Australia and Jewellery World.

## Start here
- [Nick Gray](https://www.iguglobal.com/nick-gray): who Nick is, 25 years inside global retail brands, and why the problems that look like marketing problems are usually clarity problems
- [Featured in](https://www.iguglobal.com/featured): where Nick's work has appeared - bylined articles in Inside Retail Australia and Jewellery World, expert commentary, podcasts and stages, and the RETHINK Retail Top Retail Expert 2026 credential
- [How to work with IGU](https://www.iguglobal.com/advisory-services): the two ways in, SIGNATURE and GUIDED, what the work involves and what you walk away with
- [Case studies](https://www.iguglobal.com/case-studies): Strictly Tattoo and Snowscene, what changed and what it produced
- [Speaking](https://www.iguglobal.com/speaking): keynotes on retail, customer behaviour and brand clarity
- [Book a Clarity Call](https://www.iguglobal.com/book-online): a first conversation to see if there is a fit

## Writing
- [Thinking](https://www.iguglobal.com/thinking): articles on retail psychology, customer behaviour and brand strategy
- [IKEA store layout psychology](https://www.iguglobal.com/post/designing-behaviour): the Gruen effect, dwell time, and how store design shapes what people buy
- [Purchase confidence](https://www.iguglobal.com/post/why-customers-take-longer-to-buy-the-psychology-of-decision-confidence): why customers take longer to buy, and what builds the confidence to decide
- [Cognitive bias in retail](https://www.iguglobal.com/post/cognitive-bias-in-retail): every shortcut a brand offers is also a promise

## More
- [About IGU Global](https://www.iguglobal.com/about)
- [SOMA framework](https://www.iguglobal.com/about-5-1): aligning strategy, culture and decision-making
- [Join the IGU Network](https://www.iguglobal.com/join): monthly retail psychology newsletter
- [Homepage](https://www.iguglobal.com/)

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