Brand Strategy & Positioning

Brand strategy is the set of decisions a company makes before anyone designs anything. It settles what the organisation is, who it serves first, what it can prove and what it will say no to. In climate, science and frontier technology those decisions carry more weight, because the product is often new, the buyer is often cautious and the evidence is still arriving. The pieces here cover positioning from a real market change, repositioning after a pivot, offer architecture, purpose and vision stories, and the why-now case.

They also cover the moments when a brand cannot fix the problem, such as weak economics, missing evidence or a product that is still searching for its buyer. Our own work informs much of it. Fronterra needed its track record to become visible. Unibio needed the protein to lead and the technology to prove it.

Start with the seven decisions behind a brand strategy, then move to positioning and timing.