About A Brand Strategy Consulting
A Brand Strategy (ABS) Consulting was founded in 2013 by Afton Baily Griffin after years of leading in-house strategic marketing efforts across a wide range of industries. Across every organization, one thing consistently stood out: the strongest growth came from clear leadership, aligned strategy, and disciplined execution.
That’s where ABS comes in.
At ABS, we provide fractional CMO support for businesses that need senior-level marketing leadership without the overhead of a full-time executive hire. We step in as a strategic partner to help define priorities, shape brand direction, guide marketing decisions, and build plans your team can actually execute.
At ABS, strategy isn’t a buzzword or a prompt. It’s a human-driven process rooted in experience, perspective, and real collaboration. We’re a U.S.-based consulting firm, and every engagement is led by real people who take the time to understand your business, your audience, and your goals—no shortcuts, no automation posing as expertise.
A Brand Strategy Consulting is more than a name. A strong brand strategy is often the difference between standing out and getting lost in a crowded market. Without clarity and direction, even the best products and services become background noise. We help cut through that noise with focused positioning, cohesive messaging, and a practical roadmap for growth.
Our fractional CMO work can include marketing strategy, brand leadership, campaign planning, website direction, digital public relations, and ongoing advisory support. Whether you need executive-level guidance for a season of growth, a partner to lead your marketing efforts, or support aligning your internal team and vendors, ABS brings experienced leadership to the table.
Let’s build something real and build it with intention.
Meet the Founder, Afton Baily Griffin
Afton is the founder of A Brand Strategy (ABS) Consulting, a U.S.-based marketing and web strategy professional with experience spanning consulting, education, philanthropy, politics, and luxury lifestyle brands. Her work is rooted in one core strength: connecting big-picture strategy to real-world execution, so businesses don’t just look good, they move forward with purpose.
Before leading ABS full-time, Afton served as Lead Project Manager for the National Charter School Resource Center at Safal Partners, supporting the U.S. Department of Education. In that role, she managed complex initiatives requiring tight coordination, clear communication, and accountability across stakeholders.
Previously, she led marketing and business development at luxury interior design firm Laura U, Inc., overseeing editorial pitching, brand strategy, events, social media direction, retail marketing, and growth initiatives. Earlier in her career, Afton worked at the Laura and John Arnold Foundation as Manager of the Technology and Innovation Department, managing a budget of over $1 MM and leading cross-functional teams supporting the ERIN Project and the Giving Library.
Afton’s background also includes campaign leadership, serving as Campaign Director for Texas Comptroller Susan Combs during the 2010 cycle, where she led public relations, fundraising, operations, staff management, and brand/website efforts.
Afton holds a degree in Corporate Communication from The University of Texas at Austin and is a Master Project Manager (M.A.A.P.M.) certified by the American Academy of Project Management. Today, she brings hands-on, human-led strategy to every ABS project; real collaboration, clear deliverables, and marketing that feels polished, personal, and built to perform
Brooke Baily Clark, Principal Consultant & Wichita Falls Lead
Brooke Baily Clark joined A Brand Strategy (ABS) in 2017, expanding the firm’s premium web and marketing support across North Texas from her home base in Wichita Falls—working in close collaboration with her sister and ABS founder, Afton.
Before joining ABS, Brooke built a strong foundation in healthcare marketing at Children’s Medical Center in Dallas (2002–2008), where she focused on community relations, event marketing, public relations, and brand identity. During her time there, she also created the Children’s Art Project—an initiative that showcased patient artwork while strengthening the hospital’s brand story and community connection.
Brooke earned her B.S. in Public Relations from the University of Texas in 2001. She and her husband, Bo, moved to Wichita Falls after the birth of their first daughter, Baily, in 2008, and later welcomed Molly (2009) and Peter (2012).