Brand Tuned supports marketing managers and CEOs to create brands on solid foundations. It is an approach to brand strategy that starts by taking account of intellectual property. It involves understanding the market to position a concept before naming it. Then establish the brand strategy and drive it forward using both long term and short term marketing. The Brand Tuned podcast was set up in May 2020, and Brand Tuned, the book, will be published in 2021. Brand Tuned offers coaching and mentoring in brand strategy, naming, and brand identity creation. Brand tuned belongs to Azrights, an intellectual property consultancy based in the UK. The Azrights website details the range of services on offer, such as trade mark registration, IP audits, and legal agreements for online business.