Brand positioning

Unclear positioning = unclear growth.

Build your category. Elevate your story. Sharpen your ICP.

Book a 30-min call → For a free consultation.

Clients

BT Cisco Microsoft IBM Google Cognizant Capgemini LinkedIn Siemens HCL Sage SEB Rabobank Toshiba Kyocera LG Equinix BBVA Virgin Money Nordea
If this sounds like you

You know you're drifting when…

Your homepage tries to mean five things.

It means none. Visitors leave inside ten seconds.

Sales, marketing, and product disagree.

Each team uses a different opening line. Pipeline pays the cost.

New hires take six months to explain you.

Onboarding is repetition without conviction. They paraphrase, badly.

Buyers compare you to the wrong people.

You're being benchmarked against products that solve a different problem.

Your investor deck and your sales deck don't match.

One ambitious. One safe. Buyers and boards both notice.

You launched a new category. Nobody noticed.

You're describing a thing that needs a name. The market isn't doing the work for you.

What changes

Your whole company starts saying the same thing.

An owned category. A team on message. Pipeline based on real, listened-to demand.

The story your market trusts. The line your team owns.

How we work

The Mirror. The Message. The Plan.

Transform your brand position in six weeks. Short, sharp sprints. We drop in fast, bring you the evidence, the honest challenges and the new stories.

01

The Mirror

Eight to twelve buyer interviews. An audit of how your positioning actually lands. on the homepage, in the sales call, against three competitors. We come back with the gap nobody has named.

02

The Message

The category claim. The ICP. The messaging house your sales, marketing and product teams will run on. Tested against the buyer language we just heard, and against the lines you have to beat.

03

The Plan

A homepage rewrite. A 90-day rollout schedule with owners. A two-hour internal alignment session. We hand over so your team can run.

“

They’ve helped us position service offerings, create thought leadership, and build corresponding sales enablement and marketing materials. They take the time to understand our business. and they understand the challenges of landing messaging and positioning in large, matrixed organisations.

Cognizant
Irene Sandler
Global VP, Marketing Strategy, Cognizant
Case · Enterprise services
IBM
GBS · From capability to category
A market leader, not sounding like one

IBM Global Business Services had the capability. The pitch room didn't reflect it.

We held the mirror up. Not always comfortably. We interviewed clients about how IBM actually sounded in the room. We named the gap. We rebuilt the positioning around what only IBM could credibly claim. Then we trained the senior team to lead with it.

"My sales and client relationship teams were underperforming. poorly written proposals, inadequate understanding of client requirements, all culminating in losing business. Dan and the team used simple techniques focused on the client first to hold the mirror up to us. Has it worked? You bet. win rates are up." Christine Wyatt, General Manager, GBS, IBM

1

POSITIONING ARCHITECTURE

GBS

GLOBAL BUSINESS SERVICES

Live-room

REHEARSED & DEPLOYED

Explain

Tell us the moment.

What is it? Who's in the room? When does it happen? We will tell you in 30 minutes whether we can help and what it would take.

How is this different from a brand strategy project?
We do not deliver brand books. We transform how your sales and marketing teams perform. Through story-led capability change. Through a clear answer to real market demand. We start with the customer story and work backwards through pitch, sales, marketing and product. This is leadership work. We fix the tough growth challenges agencies cannot reach.
How fast can you do this?
Six to eight weeks for full positioning. We work in short, sharp sprints. We can compress for a launch or a deal cycle.
Who do you work with?
CEOs and their leadership teams. Founders. CMOs. CROs. Heads of strategy. We design the narrative with you and take it to market with you. The people who carry the story have to own it.
What if we don't know our buyers well enough?
We recruit them. Senior B2B buyer network across banking, tech and professional services. We can also work from your customer list.
How do you use AI?
We use AI in our research and data modelling. To reach more buyers. To find patterns hiding in your data. To model outcomes from different positions. We use it less in the work itself. AI is often off-target on the language and context the C-suite needs. We tell clients how we use it and always work inside their security and privacy policies.
Ready when you are

Tell us about the moment.

One 30-minute call. We listen. If we can help, we tell you how. If we cannot, we tell you who can.

Replies in under 24 hours.