Brand Strategy
Rooted in insight.
Built for growth.
Big ideas only maintain their impact when they can be successfully implemented in the real world. Rooted in years of client engagement, our brand strategy toolbox is a testament to our commitment to turning visionary thinking into tangible consumer connections.
Capabilities
01
Consumer Insights
& Trend Analysis
We uncover deep consumer insights and emerging category trends to shape brand direction. Through qualitative and quantitative methods, we identify consumer motivations, unmet needs, and whitespace opportunities that help your brand stand out.
02
Brand &
Product Naming
Names are the cornerstone of brand identity. We guide naming strategy with market-informed creativity, developing distinctive and memorable brand and product names that strengthen positioning, enhance storytelling, and support future growth.
03
Brand Positioning
Through our proprietary Pointing North™ framework, we define strategic brand positioning and core equities that resonate with your audience. We help clarify your brand’s value, emotional role, and distinctive visual and verbal territory.
04
Storytelling & Messaging Strategy
Through our proprietary Pointing North™ framework, we define strategic brand positioning and core equities that resonate with your audience. We help clarify your brand’s value, emotional role, and distinctive visual and verbal territory.
05
Brand & Portfolio Architecture
Managing multiple SKUs, sub-brands, or tiers? We design clear and scalable brand architectures that maintain consistency, enable differentiation, and simplify navigation across your portfolio to maximize differentiation and growth.
06
Innovation Workshops
Managing multiple SKUs, sub-brands, or tiers? We design clear and scalable brand architectures that maintain consistency, enable differentiation, and simplify navigation across your portfolio to maximize differentiation and growth.
I need to…
Develop original branding to help my challenger brand win at shelf
But what is “original”? Through proven and proprietary brand strategy tools, we will get to know your consumers within their cultural context, evaluate your competition, and uncover the white space only your brand can occupy and own—then create a brand expression worthy of it. Case Study: Lillie’s Q
Launch, relaunch, or extend my brand into new categories
We are brand builders. We can start fresh, or refresh, without losing sight of the real ask: imprint your brand on to the hearts and minds of target consumers across aisles and channels by intimately understanding what drives them in every space. Case Study: Roundbarn Distillery
Uncover opportunities to reach & connect with new audiences
Do you possess the winning strategy to engage a new audience? How can you authentically connect with a target demographic unfamiliar with your brand? Our consumer research expertise will not only evaluate the potential of expanding your brand to a new audience but also provide a precise roadmap for achieving it successfully. Case Study: Cafe Bustelo
Clarify my brand positioning to compete with emerging competitors
You’ve got a good thing going, which means it will be challenged—and copied. To compete (and win), we’ll make sure your brand’s uniqueness and your product’s value proposition are crystal clear, with a compelling brand and creative strategy to match. Case Study: Kitco
Organize my brand offerings to better define its value to new and existing consumers
As you grow, it’s important to evaluate and, in some case, redefine the value your products provide to consumer segments. Our approach to brand architecture considers research, trends, and your innovation pipeline to smartly position your brand for now and the future. Case Study: Thermos
Innovate to maintain relevancy
Upstream product development. Sub-brand naming and branding. Packaging design refreshes. Staying relevant is a continuous process, but through tabletop reviews and innovation workshops, we’ll deliver fresh thinking, design, and execution. Case Study: Fairlife
