Our strategy practice is the foundation of how we help clients build more valuable brands. While every client situation is unique, we find that many of our clients need our help with four specific types of brand strategy questions:
Business Strategy & Brand Strategy alignment
Companies that are serious about creating brand value recognize that their brand strategy must be properly aligned with their business strategy, and vice versa. To ensure that this alignment takes place effectively, we work with cross-functional client teams to refine their focus for product and service offerings. The objective to create brand differentiation, and value by delighting customers in ways that other brands have missed.
Brand Portfolio Architecture
Many companies have a complex set of relationships between their brands, sub-brands, products and services. Ensuring that you have the right brand hierarchy is a critical component in efficiently creating brand value. We help our clients ensure that their brand hierarchies are clear and that their brands are covering their addressable markets without cannibalizing each other.
Brand Strategy & Positioning
A truly effective brand strategy must be a blueprint for actions that will grow total brand value, not just a series of talking points and taglines. When we work with our clients on brand strategy, the goal is to create a comprehensive blueprint for action that lays out how an entire organization can rally around a compelling brand idea. What makes our approach superior is the level of seriousness given to ensuring that these plans can and will be executed. With this in mind, we frequently supplement brand positioning projects with a “customer experience design” roadmap project to ensure that it’s clear what actions need to be taken to deliver the strategy.
Business Model Innovation
Defining your brand in terms of the experiences you want to create for your customers is a fantastic starting point for business model innovation work. As teams become more focused on the customer, and less focused on internal systems and ways of doing things, their minds open up to exciting new possibilities for creating customer value.
Our innovation practice focuses on helping our clients identify and sort through the many innovation ideas that arise as part of brand experience design and journey mapping exercises. We help our clients understand which ideas are most promising for further development, and provide them with assets, tools, frameworks and support systems to pilot and hone these ideas towards a “fit” with their desired markets.