Differentiation Through Strategy Innovation

Tait Subler is a strategy innovation firm that helps businesses and brands shift context, open new markets and drive growth through the power of differentiation.

• The real gamble is playing the same game as your competitors
  Published in Journal of Brand Strategy in January 2021

• Tait Subler forced us to clearly articulate a core set of values that define and differentiate the brand in the minds of employees and consumers. Our strategic point of view has become an important point of reference for everything we do. Tait Subler delivered on their promise.

• Red Wing is reticent to challenge long-held internal beliefs but Tait Subler's strategic thinking and disciplined process guided us on a journey that challenged us to re-think how we view our brand, our stores and our core consumer. To our management team, their process was inclusive and non-threatening, allowing our internal team to take ownership of a much different and truly unique position for our brand. We are in a much better place today because of the contributions of Tait Subler.

• Tait Subler combined very fresh, creative thinking with deep consumer insights that challenged the accepted wisdom of the rum category. Their inclusive process and articulation of the new brand concept were invaluable. Then they worked with us to bring the brand to life from scratch – identifying the product opportunity area and helping us to execute the name and packaging concept, all to great success.

• Tait Subler created a concise strategic point of view that we have adopted and are using to guide our marketing implementation. Their ability to work from a left-brain/analytical point of view in combination with a right-brain/creative approach meant that we got a very creative solution to our strategic work, but a solution that could be supported with analytical reasoning. I highly recommend Tait Subler.