Hinterland Pilot is my own backcountry-flying brand. I've flown the life for seven years and documented it for five: filming since 2021, writing for the Flying Farmers since the same year, over 400 posts on Instagram and more than a hundred films on YouTube. Flying an Aviat Husky, on a Hartzell propeller and Alaskan Bushwheels, using the exact approach KANGAE brings to clients. Calm, considered, unhurried storytelling that outperforms the adrenaline everyone else is selling.
I never ran it as a growth machine. No paid promotion, no chasing the algorithm, just the work, published honestly. And it still reaches hundreds of thousands of people who never followed me. That is what the method does when it's barely trying, in a specialist market too small and too expert to win any other way. I'm now giving it the focus it never had, and you get to watch it climb.
I'm not advising from the stands. I stake my own name and my own market on this method every week, which is the one thing an agency, or an algorithm, can't.
It isn't a case study I'm quoting. It's the method running live, in a real market, with real numbers behind it, before a client ever signs.
I don't just advise on building audiences. I've done it in public.
PROOF, NOT THEORY
SHOW, DON’T TELL
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BUILT FROM A STANDING START
419K
VIEWS · ONE SHORT
129K
VIEWS · SINGLE FILM
500+
HOURS WATCHED
No paid promotion · not a single pound of spend.
THE BACKGROUND
Thirty-five years of building brands, now pointed entirely at aviation.
The strategy is the same discipline that has revived brands and shaped propositions across some of the most competitive markets there are. What's changed is the focus.
200+
Businesses advised
From FTSE-listed corporates to ambitious founder-led companies: brand strategy, proposition development, data, digital, AI and senior leadership advisory. Different scale, same discipline. The questions that decide a brand's future don't change with the size of the business, only the stakes do.
£30m
Venture built, not just advised
Co-founded DiscoverU, a music-discovery platform that secured £30m of committed investment. Advising a brand is one thing; building one from nothing and convincing others to back it is another. The same muscle, a harder test: turning an idea into an audience, then a business..
8
Sectors, one discipline
Seven sectors: banking, sport, automotive, retail, technology, entertainment, government. The names you'd know from them: BMW, the BBC, Tesco, Barclays, Microsoft, the Football Association. I name them because you'd know them, not because they're the point. The eighth sector is aviation, where I've worked too, with United Airlines, and where all of it now points.
Exit
Built, and sold
Founded a strategic and creative agency and sold it to a leading UK communications group. Brand value created, then realised: the full arc, from a standing start to a completed sale. Growth here isn't only advised. It's been done, and bought.
The people who build brands, on working with Edmund.
IN THEIR WORDS
Over three years, Ed shaped FDM Group's brand and cultural values, defined its positioning, and designed and built its global in-house marketing, communications and creative agency. Its Chief Operating Officer on the work:
“He took the time to really understand our business, then guided and coached our teams, and in the most commercially savvy way, he's a rule-breaker and an innovator. Different leads to exceptional. It truly works.”
Sheila Flavell CBE · Chief Operating Officer, FDM Group
SWISSQUOTE
Marc Bürki
Co-founder & CEO — the bank that pioneered online banking
“He understands how a company really works and its people, in a very professional way, appreciated by everyone.”
SWISSQUOTE · “TAKE THE LEAD”
“Edmund's expertise was essential in uncovering the parallels between Swissquote and Manchester United, leading to an aspirational proposition: Take the Lead.”
Jan De Schepper · Executive Board & Chief Sales and Marketing Officer, Swissquote
Aviation is a small world with a long supply chain, and I've spent years inside it rather than looking in. So whether you build the airframe or sell the fuel that fills it, I already know the audience you're speaking to, because I'm part of it. That's the whole proposition: strategy from someone who understands your market and your machinery both, aimed at commercial advantage across the whole business, not just the marketing team.
Manufacturers & makers · Airframes, engines, props, avionics, wheels and tyres, the kit that flies
Brands & marques · Heritage names and challengers alike
Training & academies · Turning reputation into enrolment
Destinations & events · Airfields, fuel stops, airshows, festivals, experiences
Media & channels · The titles, films and platforms your market actually follows
If your business flies, supplies, trains, hosts or covers this world, my job is to make it the one that gets chosen.