The standard notices.

What we collect, and what we do with it.

Who we are

Destreza Ltd, a company registered in England and Wales (company number 17147598) with its registered office at 66 Paul Street, London EC2A 4NA, is the data controller for this site. For privacy questions, write to [email protected].

What we collect

Information we collect includes:

• Contact-form and waitlist data. If you send an enquiry, request a case study, or join the Playbook waitlist, you choose what you share — typically name, organisation, role, work email, and a short description of what you're commissioning, and on the contact form, if you choose, how you found us. Every enquiry is treated as confidential by default — there is no box to tick. We also record the country your request came from and the date, and nothing else. If you are not already in our customer relationship system, Attio, an enquiry through the contact form adds your name, email address, country, the date and, if you gave it, how you found us, so that we can follow up. Your message itself never goes there.
• Customer and product data. If you buy The Playbook for AI Brand Building, we hold your name and email address, your purchase record, your licence status (and, for a team licence, the organisation it is registered to and the named user on each seat), and how far you have scrolled in each page you have opened, and when. So that your Playbook follows you between your devices, we also store the setup you choose and the decisions you record at each stage gate — the verdict, your reasons, the risks you flag and the evidence you cite. A copy is kept in your browser so your work is not lost if your connection drops, and a copy sits in our database, run for us by Cloudflare, so it follows you between your devices — for as long as your membership lasts; ask us and we will delete them. Those recorded gate decisions are the one exception to everything else in this paragraph. We do not collect, store or have access to the rest of your work: your research, your documents, your prompts and your Launch Book live in your own workspace and on your own AI accounts, and never pass through our systems. We can see how far down Stage 04 you scrolled. We cannot see what you wrote in it, and we do not record that you completed it.
• Trial memberships. If you begin a trial membership we hold your email address, the date you began and the country the request came from, together with the same account record a full member has: the Playbook setup you choose, the decisions you record at each stage gate and how far you have scrolled in each page you have opened. We also keep a record of your membership in our customer relationship system, Attio, so that we can answer you and understand who uses the trial. Beginning a trial does not subscribe you to The Weekly Cut or to anything else; that is a separate, unticked choice on the same form. If you tick it you are subscribed straight away, and we record when, on which form and from which country; you can unsubscribe from any email.
• How you found us. When you begin a trial membership or click to buy, we record how you arrived: the page you came in on, the website that sent you, where your browser tells us, and, if you came through one of our campaign links or adverts, which campaign and advert it was. If a link carried an advertising platform’s click identifier, we note that it did but do not keep the identifier. If you are signed in when you click to buy, the click is recorded against your membership, using the sign-in you already have. We keep this with your trial or purchase record so that we can tell which of our marketing works. We read it from the link you followed: nothing new is stored on your device to do it, and advertising conversion data is sent only while the relevant tool is enabled in the Playbook measurement context and no applicable opt-out applies; see the Playbook privacy notice. Each click to buy also creates a random reference that Stripe returns to us with your order, so that the two can be matched.
• Reader support correspondence. If you write to [email protected], we hold your email address and whatever you choose to put in your message — typically which AI assistant you are using and what went wrong. Support mail is read by a person before any reply is sent. An AI assistant helps us draft replies, and every reply is reviewed and sent by a human. We do not use your support mail to market to you, and writing to us does not subscribe you to anything.
• Cookies, analytics and your choices. On destreza.ai, Google Analytics 4, Microsoft Clarity and the Meta pixel start enabled unless you have already opted out or your browser sends Global Privacy Control. Their tags load after the page first paints. Use Opt out of all at the bottom of the footer to turn them off, or Choose to change Google Analytics, Microsoft Clarity and Meta separately. After opting out, the footer offers Opt back in. Cookie preferences reopens these controls at any time. Do Not Sell or Share turns off these optional tools and opens the same choices. We remember your choices and their date in this browser, where your browser permits storage. A saved rejection stays off. Global Privacy Control keeps these tools off. Your choices do not affect access to this site.

  Google Analytics 4. We use it to understand which pages people visit, the routes they take, the links and buttons they click, the sections they reach, how far they scroll, and successful enquiries, Weekly Cut subscriptions, poll votes and clicks to the Playbook. We send the event name and public page or interaction details; we do not send the content of your enquiry, your newsletter email address or other form answers to Analytics. After a successful contact form or new newsletter subscription, and while the relevant measurement tool is enabled, a temporary dz_analytics_outcome cookie lets the following page measure that completed action. It contains no name, email address or message, is used once, and expires after five minutes if unused. Google Analytics uses cookies such as _ga and _ga_… to recognise a browser and its sessions. Destreza and theplaybookfor.ai use the same measurement stream; when cross-domain measurement is active and the tool is enabled on both sites, a link between them can carry a Google linker parameter so that the journey can be joined. See Google's privacy policy.

  Microsoft Clarity. We use heatmaps and masked session replays on our public site to understand clicks, scrolling, journeys and usability problems. A replay reconstructs the page and interactions; it is not a video of your screen. While enabled, Clarity can use identifiers and cookies such as _clck and _clsk to join pages into a recording. We use Balanced masking: form inputs and dropdowns are masked, and Clarity masks content it recognises as sensitive. Balanced does not hide all public page text. We do not install Clarity on member, API, sign-in, account or checkout pages. We send page-type and internal-visit tags and event names, without your name or email address. Our Clarity advertising-storage signal is denied. Microsoft explains its data use in its privacy statement.

  Cloudflare Web Analytics. This separate site-performance baseline measures page views, referrers, broad device information and loading performance. It sets no analytics cookies and does not join a person's activity across our different websites. It remains on when the optional tools are off. See Cloudflare's description of Web Analytics.

  Changing your choices. Opting out stops future measurement through our optional integrations, sends the providers' available withdrawal controls and clears their first-party cookies where our site can access them. It does not recall information already received by a provider, requests already in transit, or cookies our site cannot access. You can also use your browser's cookie controls. If your browser blocks local storage, a choice may last only for the page you are on.

• Advertising measurement (Meta). While the Meta tool is enabled, its pixel on destreza.ai sends page-view measurement to Meta. This can include the page address, your IP address and browser information, and Meta's cookies such as _fbp and _fbc where available, so that advertising activity can be measured. It starts enabled for a new visitor unless a saved opt-out or Global Privacy Control turns it off. Use Choose or Opt out of all in the footer to turn it off; we send Meta's withdrawal control and clear its first-party cookies that our site can access. Turning it off does not recall events Meta has already received. Meta describes its processing in its privacy policy. Shared Playbook account and checkout services can also report trial or purchase conversions where the relevant Playbook measurement choice permits it; their tools and data use are described in the Playbook privacy notice.

Playbook advertising measurement

Our shared checkout and account services can process advertising measurement where you have given the relevant permission on the Playbook website. The separate service choices and their data use are set out in the Playbook privacy notice.

TikTok measurement for the Playbook. With TikTok permission on the Playbook website, our measurement service can send TikTok checkout, confirmed trial-registration and paid-purchase events. These may include the event time, an opaque event reference, the page address without query parameters, your IP address and browser information, and a TikTok click or browser identifier where available. A paid-purchase event can also include its value and currency and a hashed version of the purchaser’s email address for matching. This integration does not load a TikTok browser tag or send your name, raw email address or card details. You can withdraw permission through Cookie preferences on the Playbook website. See TikTok’s privacy policy.

Why we collect it · lawful basis

Enquiries (contact form, case-study and scoping requests) rely on our legitimate interest in responding to you. Enquiries are stored in our own database as well as emailed to us, so that a mail delivery failure cannot lose your message. Newsletter and waitlist subscriptions rely on your consent, which you can withdraw at any time by unsubscribing. Customer and account data relies on contract — we need it to give you the Playbook you bought and to run your account. Trial memberships rely on contract for the membership itself — the licence you accept when you begin — and on our legitimate interest in keeping a record of who uses the trial; we do not send marketing to a trial member without your separate consent. Reader support correspondence relies on contract where you are a member — supporting the Playbook you bought is part of what you paid for — and on our legitimate interest in answering you where you are not. It is never a marketing consent. How you found us relies on our legitimate interest in knowing which of our marketing works; it sets no cookies, stores nothing on your device and identifies you to no one outside Destreza. Site analytics and advertising measurement. Cloudflare Web Analytics is separate from our optional Google Analytics, Microsoft Clarity and Meta tools. The optional tools and the way to turn them off are described in Cookies, analytics and your choices above.

How long we keep it

Unsuccessful enquiries are kept only while they are reasonably needed for follow-up and record-keeping, and are reviewed for deletion on a rolling basis — the database is swept when the site is used, and the copy in our business inbox, and any contact record a contact-form enquiry adds to Attio, are reviewed and deleted by hand. We publish that criterion rather than a fixed deadline because it is the one we can actually hold ourselves to. You can ask us to delete an enquiry at any time and we will remove it from all of them, normally within a few working days. Newsletter and waitlist subscribers are kept until they unsubscribe. Purchase records are retained for 7 years to meet UK tax and accounting requirements. Account and progress data, full or trial, is kept for the life of your licence and reviewed for deletion once it ends, on the same rolling basis; ask us to close a trial membership and we will delete it. How you found us is kept with the trial membership or purchase record it belongs to, for as long as that record is kept, and deleted with it. The reference created when someone clicks to buy, and what it recorded, is deleted after 90 days; by then anything a purchase needs has been copied onto the purchase record. Reader support correspondence is kept for up to 12 months after the thread is closed, so that a repeat problem can be recognised as a repeat, and is then deleted. You can ask us to delete a support thread sooner and we will. Cloudflare Web Analytics. This baseline is cookieless and aggregated. Site measurement. Google Analytics event and user data used for detailed explorations is set to a 14-month retention period; its standard aggregated reports are not governed by that setting. Google's cookie lifetimes are separate from its event-data retention. Microsoft Clarity retains ordinary playback data for 30 days; labelled or favourited sessions, heatmap data and a retained sample of recordings can remain available for up to nine months under its retention rules. Opting out stops future measurement through our integrations; it does not itself delete earlier provider-held data. For a privacy request, write to [email protected].

Who we share it with

We don't sell your data. The providers that help us run the site, the inbox and the checkout include: Cloudflare (hosting, edge compute, database, bot-protection and privacy-first analytics), Google Workspace (our hello@ and playbookhelp@ inboxes), Resend (sends our transactional email), Kit (holds The Weekly Cut’s mailing list and sends it), Stripe and Link (Stripe Managed Payments — Link is the buyer-facing payment and receipt service), Cal.com (scheduling, where a call is arranged with you directly), Attio (our customer relationship system, which holds the record of trial and full Playbook memberships and the contact details of people who enquire through our contact form). Google (Google Analytics measurement) and Microsoft (Clarity heatmaps and masked session replays), as described above. Meta receives advertising measurement while its tool is enabled. Each operates under its own published privacy and security terms, and we can provide a data-processing agreement on request.

Payments use Managed Payments and are presented through Link. You'll pay through Link, the seller of record for this purchase, so your receipt comes from Link. The payment provider holds your payment details; we never see or store your card details. Payment data is processed under the provider's own privacy terms. Applicable indirect tax is handled in supported jurisdictions; where an obligation falls outside that support, it remains ours.

Some of these providers are based in or process data outside the UK and EU (for example, in the United States). Where a provider does, we rely on the transfer safeguards it publishes — such as the UK International Data Transfer Agreement, EU Standard Contractual Clauses or an adequacy decision — as set out in its own terms.

Necessary market preference

A necessary cookie remembers your UK or US purchase preference so trial and upgrade links show the appropriate currency. It contains only the market choice and expires 90 days after it was last renewed. For signed-in members, we also save the preference with the account under the account’s existing retention arrangements; that saved preference does not expire with the cookie. We do not use this preference for advertising.

Your rights

Under UK GDPR you have the right to access, correct or delete the personal data we hold about you, and to object to or restrict how we process it. To exercise any of these rights, email [email protected] — that address, not the support inbox, is the one that reaches us for a rights request. If you're unhappy with how we've handled your data, you can complain to the Information Commissioner's Office (ICO) at ico.org.uk.

How we handle your data in an engagement.

When you work with Destreza you may share confidential material — brand strategy, unreleased plans, consumer research, commercial numbers. Because we work AI-natively, you'll rightly want to know how that data is handled. This is our standard. A signed NDA — and, where you need one, a data-processing agreement — sits on top of it.

1. We never use your data to train AI models. We use AI tools only on business or enterprise terms that contractually exclude your inputs from model training, with data-retention turned off.
2. The most sensitive material is handled in isolated environments. We classify what you share by sensitivity. The most sensitive — anything that would damage you if it leaked — is handled in access-controlled and, where warranted, isolated or locally-run environments, so it is never sent to third-party AI services.
3. Clear information walls between clients. Every engagement is isolated. We never reuse one client's material, context or outputs on another's work.
4. We take in only what the work needs. We minimise the personal and commercially-sensitive data we ingest, and prefer anonymised or aggregated inputs wherever the work allows.
5. Files stay in your environment. We exchange files through your preferred, secure file-sharing service — the platform you already control and trust — not ours. Your material stays where you can see and govern it.
6. Named sub-processors, under agreement. The third parties that could touch your engagement data are listed on request, each under its own data-processing terms. We sign your NDA and, where you share personal data as a controller, a data-processing agreement.
7. Return and deletion on completion. At the end of an engagement we return your deliverables and delete the working data we hold within 30 days, and confirm deletion in writing on request.
8. A human makes every call. AI does the labour; a senior human reviews and decides. Nothing is actioned on your data without human oversight — that is the operating model, not a bolt-on.
9. Security basics. Full-disk encryption, multi-factor authentication on every account, a password manager, and secure transfer for anything sensitive — no confidential files over plain email.
10. If something goes wrong. We tell you promptly and, where the law requires, notify the ICO.

For engagement-specific questions or a copy of our data-processing terms, email [email protected].

How this site can be used.

This site is provided as is. Content is published for information and to introduce Destreza's work — it is not advice on any specific brief, and reading it does not create a consulting or advisory relationship.

External links are included where useful for substantiation. Linking to a third party is not an endorsement of that party or anything else they publish.

The Destreza name, the DA mark and the Destreza wordmark are the property of Destreza Ltd. All other brand names, product names, marks and trademarks belong to their respective owners — see the case-study disclaimer below.

If you spot a factual error, a broken link, or anything that needs correcting, email [email protected].

The standard line on the case studies.

Case studies describe work led by Andy Parton in senior roles at British American Tobacco plc and Diageo plc. All brands and trademarks are the property of their respective owners; Destreza is independent and not affiliated with or endorsed by them.

Figures are drawn from the public sources cited on each case page. Commercially confidential results are shown directionally or discussed under NDA. Where a case is described as a contributor to a publicly-reported outcome, it is named as a contributor — not the sole cause.

Outcomes reflect specific engagements and are not a guarantee of future results.

The contract when you buy the Playbook.

Who you're buying from

The Playbook for AI Brand Building ("the Playbook") is supplied by Destreza Ltd, registered in England and Wales (company 17147598), registered office 66 Paul Street, London EC2A 4NA ("we", "us"). These terms govern your licence to use the Playbook and our obligations to you. Nothing here affects your statutory rights.

Payment and who processes it

You'll pay through Link, the seller of record for this purchase, so your receipt comes from Link. Your licence to use the Playbook is provided and granted by Destreza Ltd under these terms. Payment, receipts and applicable indirect tax are handled through Managed Payments in the jurisdictions it supports. Where a tax obligation falls outside that support, it remains ours.

Price

The current price is £395 for the UK offer or $495 for the US offer, including applicable tax. The standard reference prices are £595 and $745 respectively. The total shown at checkout is the total you pay. We may change future prices; a change never affects a purchase already made. Private working sessions and team licences are not currently offered for new purchases.

What you get

A single-user licence to access the Playbook: four foundations, the ten-stage workflow, the Launch Book materials and the supporting materials described on the product page at the time of purchase.

What you need to use it

The Playbook is a method you run with an AI assistant of your own choosing. It is written to be tool-agnostic, but it assumes you have access to an assistant that can hold your project context between sessions, read and write files, research with sources, and produce documents. In practice that means a paid tier of one of the major AI assistants, used through its desktop application rather than a browser tab. Any such subscription is yours, is bought separately from a third party, and is not included in the price of the Playbook. A free tier will let you read and think through the method; it will not hold the workspace the ten stages are built around. Beyond that, you need a modern browser and an internet connection; nothing needs to be installed from us. The Playbook’s Setup & Tools guide, inside the member area, names the options current at the time of reading.

What the licence permits

Your licence is personal, non-exclusive, non-transferable and for one named user. You may use the Playbook to build brands, including commercially, for yourself or for your employer or clients — that is what it is for. You may not share your login, resell, sublicense, republish, or redistribute the Playbook or any substantial part of it, and you may not use it to create a competing product, training course or derivative work for sale. For an existing team licence, there are five such licences, each for one named user within a single organisation, registered to that organisation at purchase. Seats may be reassigned to another person in the same organisation by writing to us; a seat is one person at a time, not a shared login.

What you own

Everything you produce by working through the Playbook — your evidence, your strategy, your Launch Book — is yours. We claim no ownership of and no licence over your work.

Access

You get instant access to the Playbook in your workspace when your payment is confirmed. If you already have a trial membership, your purchase upgrades that membership using the same email address and preserves your setup and saved decisions. Our cancellation and refund promise is set out in section 06.

Trial membership

A trial membership is a personal, non-transferable licence to read the parts of the Playbook it opens — the members’ workspace, the setup and the whole of Stage 01 — on the same terms as a full licence: for one named user, and not to be shared, resold, republished or redistributed. It costs nothing and has no time limit. We may change what a trial membership includes, or withdraw it, and will tell you if we do; anything you have saved in your workspace stays yours to ask for. If you later buy the Playbook, your trial membership becomes your full membership: the same email address, the same setup and the same saved decisions.

Availability

We aim to keep the Playbook available continuously but do not guarantee uninterrupted access. Access depends on third-party infrastructure and on the AI tools you choose to use, which are outside our control.

No guarantee of results

The Playbook is a method, not a promise. It sets out how to build a brand with senior discipline and AI tools. It cannot and does not guarantee any commercial outcome. Worked examples are illustrative and, where labelled as such, are worked hypotheticals built on cited public evidence — they are not case studies, and they are not a forecast of your results.

Not professional advice

The Playbook is general guidance, not legal, regulatory, financial or advertising-clearance advice on your specific brand. Legal examples use a UK baseline. Before you make any claim in market, take your own clearance advice.

Mutual confidentiality

Each of us may come into contact with the other's confidential information. We will not disclose, use or exploit anything confidential you share with us, other than to provide the Playbook to you. You will not disclose, publish or share the Playbook's contents, method or materials with anyone outside your licence. Each obligation survives the end of your licence. Neither of us is restricted from using general skill, knowledge and experience.

Liability

Nothing in these terms limits our liability for death or personal injury caused by negligence, for fraud, or for anything else that cannot lawfully be limited. Subject to that, our total liability to you in connection with the Playbook is limited to the amount you paid for it. We are not liable for loss of profit, loss of business, or indirect or consequential loss.

Ending your licence

We may suspend or end your licence if you share it, resell it or breach these terms. This does not limit our 14-day money-back guarantee or your statutory rights. You may stop using the Playbook at any time.

Law

These terms are governed by the law of England and Wales, and the courts of England and Wales have jurisdiction. If you are a consumer resident elsewhere in the UK, you may bring proceedings in your home courts.

The straightforward version.

Our 14-day guarantee

14-day money-back guarantee. If the Playbook isn't for you, email [email protected] within 14 days of purchase and we'll refund you in full. No reason needed. This doesn't affect your statutory rights.

How it's paid

Refunds are processed through Link back to your original payment method, normally within 5–10 business days. Email [email protected] to use our guarantee.

Access after a refund

A full refund ends access granted by that purchase. It does not remove any separate licence or entitlement you hold from another valid purchase.

Earlier purchases and quotes

These updated terms do not reduce any rights or entitlements attached to an earlier purchase. Any pre-release cancellation or delivery rights and any private working session or team seats already purchased remain honoured under the terms agreed at purchase.

Your statutory rights

If the Playbook is faulty, not as described or not supplied with reasonable skill and care, you have rights under the Consumer Rights Act 2015 that this policy does not affect.

Contact

[email protected]