Mickey Wilson
CEO, founder and creative force behind Firestarter
- Mickey Wilson is the visionary behind Firestarter, a brand consultancy known for blending ingenuity with psychology to craft stand-out B2B brands. With over 30 years in the industry, she’s led strategy and creative direction for giants like Samsung, Tesco, CIMA, and Ocado.
- Drawing on her diverse background, Mickey developed Firestarter’s proprietary DARE Formula – a proven framework that helps brands grow by focusing on Differentiation, Authenticity, Resonance, and Expression.
- Mickey’s true passion lies in building impact brands for rebellious scale-ups and purpose-led SMEs. She’s on a mission to help founders lead with authenticity and creativity in a world increasingly dominated by automation and sameness.
Full Profile
Mickey Wilson is the CEO, founder, and creative force behind Firestarter, a brand consultancy renowned for fusing ingenuity with psychology to build standout B2B brands. With over thirty years of experience, she has guided brand strategy and creative leadership for industry giants like Samsung, Tesco, CIMA, and Ocado. Mickey developed Firestarter’s DARE Formula—Differentiation, Authenticity, Resonance, and Expression—helping brands unlock growth through clarity and resonance.
Her passion lies in helping rebellious scale-ups and purpose-led SMEs forge impactful brands in a landscape dominated by automation and sameness. She uniquely combines strategic frameworks, behavioural insight, and AI to drive authentic creativity and commercial success.
Mickey Wilson also collaborates with Chris Endersby, Firestarter’s co-founder and expert business psychologist, to give inspiring keynotes that unite brand psychology, creative strategy, and transformational insight for entrepreneurial audiences.
Talks
This talk is all about brand transformation – how to build a brand that is clear, compelling, and impossible to ignore. In particular, Mickey will focus on the importance of brand ingenuity, psychology and commercial strategy to create brands that scale successfully.
Audience Takeaways:
- Find out where you are on the Brand Maturity Model
- Discover the benefits of being a powerful brand
- Key branding do’s and don’ts.
This talk dives into the art of differentiation, why it’s essential, and how brands can carve out a unique space in their industry. It reveals how the world’s most successful businesses position themselves as the only choice in their field.
Audience Takeaways:
- Learn about the psychology of choice
- How to Create an Irresistible Unique Value Proposition (UVP)
- Understanding your brand’s authenticity (vision, strengths, values).
- How to ensure differentiation is clear at every single touchpoint.
This thought-provoking and emotionally intelligent keynote explores one of the most underused forces in B2B branding: resonance. While many businesses focus on relevance – features, ROI, efficiency – this talk reveals why resonance is the key to lasting emotional connection, loyalty and trust. Relevance vs Resonance, Brand Personality, Understanding Your Audience Deep Drivers, Decision Making and Elevating Your Brand.
Audience Takeaways:
- How to win hearts, as well as minds, to build valuable long-term relationships.
- How to build a brand people relate to using psychological archetypes.
- Discover the Four Cardinal Drivers, learn how to align your brand with your audience’s core motivations.
- Understand how your audience really makes decisions – and what might be getting in the way of connection, conversion or commitment
- Practical steps to translate insight into impact across every brand touchpoint