Brand & Consumer
Brand strategy with a commercial spine.
Positioning that does not change what the business sells, at what price, to whom, is decoration. We set brand strategy against the commercial plan it has to deliver.
What the work covers
- Brand positioning and proposition
- Portfolio and range architecture
- Pricing and premium justification
- Customer and category insight
- Messaging and creative direction
When businesses engage us
- The brand no longer matches the business or its customer
- The range has grown without structure
- Price cannot be held against private label or new entrants
- A new market requires a sharper proposition
How we approach it
We work from category, customer and margin evidence rather than workshop opinion.
Positioning is expressed in decisions: range, price, pack, channel and message.
We can take the work through identity, packaging and launch.
Common questions
- Do you do the creative work as well?
- Yes. Through the Insprie network we take brand strategy through identity, packaging and launch execution.
- Your biggest retailer just changed the rules.
A major retailer can transform a consumer brand. Losing one can transform it just as quickly.
- The product recall nobody wanted.
A recall tests far more than quality control. It tests leadership, systems, supply chain, communications and whether your business actually knows where its products are.
Start a conversation
Discuss the situation.
Tell us where the business is and what has to change. We will be direct about whether we are the right partner.