What we do

Making brands matter

We help companies define the benefits and experiences that make brands relevant, distinctive, and credible to customers, and develop strategies to differentiate brands through superior positioning relative to competitors. This frequently means repositioning established brands to better meet customer needs.

Building client capabilities

Developing world-class branding capabilities allows clients to own their brand strategies and brands. We work to structure and design roles and role descriptions, and use training academy designs to help employees learn by doing.

Optimizing brand portfolios and architectures

As marketers launch many new brands and sub-brands to address their customers’ fragmented needs, we help define the roles and relationships of brand assets within a portfolio and consolidate brands to reduce complexity, overlap, and costs—all within a coherent brand architecture.

Tracking and sustaining impact

We help clients develop the metrics they need to understand where they started from (relative to peers and/or other industries) and to measure the impact of their efforts.

Delivering the brand promise at all touchpoints

It's never enough to simply conceive of a great brand. The brand promise must be delivered at all places of contact with the customer, both online and off. Our holistic understanding of business and the modern multi-channel environment allows us to collaborate effectively with our clients in implementing brand strategies and help specify what the organization must do to deliver a consistent brand experience to customers.