What We Do

We are brand differentiation experts.

Holistic Strategy

We believe that a holistic perspective is necessary to craft a brand strategy that can inspire and direct everything related to the brand. Therefore, we don’t offer strategy as a precursor to selling you a logo, ad or PR campaign. We provide objective strategic counsel that is broadly relevant to your decision-making related to distribution, product design/features, hiring, training and yes, communication. Our brand theme recommendations are intended to impact all decision-making areas, not just communication.

Differentiated Brand Theme Articulation

We help define one powerful idea that acts as the core purpose for your brand organization as well as the positioning of your brand in the market. We call this idea the Brand Theme. Our expertise is in articulating truly original, distinctive, and differentiating brand themes.

Segmentation and Brand Target Definition

We design segmentation research methodologies that utilize sophisticated quantitative and qualitative techniques to identify and size the most important segments. We analyze the data to see important leader-follower dynamics between segments and then we help determine your most important “brand target.” Your “brand target” is the segment that will best connect with the brand and lead other segments to you.

Portfolio Architecture Optimization

We apply proprietary prescriptive principles to determine the optimal relationship and hierarchy across a firm’s offerings. Factors such as brand elasticity, segmentation and halo dynamics are integrated into recommendations that are instrumental in evaluating:

• Mergers and acquisitions — What is the best way to brand the new organization?
• New products and line extensions — Should a new brand, sub-brand or simply a new product line be created?
• Brand sprawl — Perhaps you’ve grown through acquisition or launched multiple brands over time; should you rationalize your portfolio and, if so, how?

New Brand Development

We help identify and develop strategic platforms for new brands, new products and innovative brand extensions. We have processes and models that help the team truly explore category white space and develop a differentiated offering via deep consumer insight and creative thinking. We can help, whether you are just starting to see the glimmer of a market opportunity and need to develop a full brand bundle or you already have a product and want to optimize its targeting strategy and brand theme.

Organizational Implementation

Recognizing that effective execution of a strategy is often the greatest roadblock to success, we help champion the brand theme throughout your organization, working with your internal teams and external partners to transition from strategy to action. With thought-starters, exercises and implementation brainstorming sessions, we help your team internalize and engage fully with the Brand Theme, so strategic priorities are established universally and the “Monday morning game plan” is set.

Tracking Results

We establish and manage sophisticated brand tracking studies that measure key imagery, attitudes and behaviors related to your brand so that you can address brand issues or leverage opportunities in a timely manner.