Competitive strategy
Our unique approach explores innovative ways to swim against the tide in a turbulent environment. We also pursue any opportunity to create a category of one that renders the competition irrelevant.
Pricing strategy
Our approach revolves around optimising profits, not maximising revenue. 'You can bank your profits not your revenue' is our mantra. Pricing strategy is based on 3 Cs, cost, competitive comparison, and customer value perception.
Positioning strategy
We revisit your positioning from first principles by reviewing the market context, competitive offerings, product/service benefits, and customer needs (both met and unmet). Positioning platforms are based on emotional cues as much as rational triggers.
Brand strategy
We work to deliver value to the consumer as well as the business. We believe a "Brand is not a function of marketing but the very foundation of the busimess". Also, brand experience should define brand expression.
Strategy is a bridge that connects the resources and capabilities
within an organisation to opportunities in the marketplace.
Strategic transformations across diverse sectors
Case snippets
ORBIZ Performance Specialists
Successfully launched a lean operations management consultancy start-up in a cluttered market where techospeak was the norm. A simple value proposition (Simplifying operations. Amplifying outcomes)supported by a strong brand narrative highlighted ORBIZ Performance Specialists’ benefits in a way that resonated with both C-Suite executives and Engineering professionals. The business experienced rapid growth in a short period and gained traction in a range of sectors across diverse countries.
BANZ Carewear for kids
This quality children’s safety wear range was facing growing competition from cheaper, imitation products. A complete revamp of the offering including rebranding and repositioning helped to enhace BANZ’s value perception. This was supported by emotive packaging and messaging that enabled the brand to maintain a price premium.
THE WORLD OF NORFOLK
A tiny sub-tropical island needed to broaden its visitor profile beyond the ‘nearly dead and the newly dead’. Repositioning the destination as a world in itself and offering a range of immersive experiences helped to pave the way for changing perceptions and a gradual shift in the visitor mix.Norfolk Island. “Small world. No small wonder.” was a game changer.
AUDISTRY by DOLBY Personal enjoyment of sound
An ingredient technology embedded in video, audio, and mobile devices has the ability to create a listening experience according to individual preferences. It needed to be transformed into a customer-facing brand that effectively communicated the core brand promise ‘The Personalisation of sound’. Audistry by DOLBY was a rare case where a visual metaphor, the inimitable conch shell that has the unique property of creating and consuming sound became the strategic foundation for the launch of this nifty new product.
GUIZE FACE FX Sharper face. Smarter value.
A face make-up range (contour kits) with established sales in the US and UK markets was required to discontinue use of its brand name because of a trademark conflict. A review of the potential target segments and rationalisation of the product range allowed a complete rebrand and repositioning based on a strongly emotive platform. GUIZE FACE FX “Sharper face. Smarter value.” became an iconic brand in the beauty business using a minimalist product-centric design approach. ‘The line of separation’ (a key element in contouring that blends both highlights with contrasts on a woman’s face) became the defining feature of the logo treatment, packaging design, product display, talent imagery, and web presence.
Australia’s Green Cauldron.
Repositioning this ancient volcanic hotspot as a living Gondwanan rainforest was an unusual challenge. Especially given that the destination management involved over a dozen stakeholders. The project illustrated how strong stakeholder management can help in obtaining consensus even in a highly subjective and contentious issue such as brand.
