The panel, called The Fringe, includes journalists, fashion designers, TV presenters, DJs, nutritionists and even a MasterChef winner.

It will be used to help brands deal with challenges such as entering new markets or targeting new audiences, as well as for “pre due-diligence market scoping” for companies considering acquisitions.

Mary Say (pictured), managing director of Brand Potential, said the firm will offer clients a “bespoke panel of experts that would challenge and inspire a different way of thinking”.

Clients already using the service include Pfizer Nutrition, Inflexion Private Equity and Riverside Europe Partners.