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friction
BRAND CONSULTING
Brand Strategy and Positioning
NOKIA | WiFi Anywhere Branding
Brand strategy and positioning for the wireless internet collaboration between NOKIA, the San Francisco Mayor’s Office, San Francisco State University, TechConnect and the Bay Area Video Coalition.
McKinsey | Intrata Branding & Naming
Strategy, positioning, brand architecture, name and nomenclature system for McKinsey’s Silicon Valley operations and five subsidiary services.
NAMAC | Brand Strategy & Positioning
Brand strategy, positioning and tagline development for the premier media arts resource.
NOKIA | WiFi Anywhere Branding
Brand strategy and positioning for the wireless internet collaboration between NOKIA, the San Francisco Mayor’s Office, San Francisco State University, TechConnect and the Bay Area Video Coalition.
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Strategy that plays
Advancing a brand toward its ideal experience, strategy describes the process required to align cultural context, brand positioning and business objectives. It determines the critical choices that define a brand’s essential identity — articulating its purpose, what it will be, the interaction it will engender and addressing why audiences prefer a world with it rather than without it.
Beyond charting the optimal route to fulfilling a brand’s aspirations, strategy also provides options for enlisting people along the journey. To engage all potential stakeholders in realizing brand objectives, its intrinsic narrative power must be unleashed and calibrated for the target and how it is segmented. Fundamental to this is the distillation and articulation of specific values and vision that satisfy specific audience expectations.
By concisely identifying the relevant, distinctive, deliverable, inspiring, credible and sustainable, a brand will shine and resonate with a differentiated promise made good — wherever it
is encountered.
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