Brand Strategy & Positioning
32 work items
Related Work
Popeyes
The great chicken coup - How we overthrew the colonel and built a spicy empire
Mike's Hard Lemonade
From Challenger to King of Refreshment
canon
“We Stole the Show” – From Olympic Understudy to King of Imaging Innovation
Olivieri
From Decline to Everyday King
Popeyes
How a Chicken Sandwich became a cultural event, not just a menu item.
Bosch
From Trusted Technician to King of Home Innovation
Thermador
From Luxury Niche to King of Culinary Innovation
Second Harvest
We transformed Second Harvest from charity to cultural catalyst—launching a beer that started with stale bread and ended with global headlines.
Beef Farmers of Ontario
The Question That Conquered the Counter!
Beef Farmers of Ontario
From Local Gem to King of Culinary Discovery
Canon
From Challenger to Imaging King
Chicken Farmers of Canada
From Dinner Monotony to King of Culinary Adventure
Janes Chicken
From Freezer Staple to King of Family Wins
Osmows
“Hooked on Sauce” - From Sidekick Condiment to King of Sauce Obsession
Taste of Nature
From quiet legacy to King of Conscious Snacking
Yorkshire Valley Farms
Making organic even more attractive
Catelli
From Functioning to Feeling
Catelli
From Natural Sauce to Natural Wonder
Rubicon
We love getting people to step out of their comfort zone and try something deliciously different - lychee, guava, soursop and more.
Seymours Sangria
From seasonal debut to King of the Patio Cooler
Vodka Mudshake
From Guilt-Ridden Treat to King of Unfiltered Indulgence
Zero dB
From concept to King of Mental Clarity
Ice River Green Bottle Co.
From quiet recycler to King of Closed-Loop Packaging
Platinium Naturals
Rebrand captures innovative new technology
Rival House
From a bold challenger to King of the Sober Celebration
EverMe
By turning chaos into clarity, EverMe earned its crown as the King of Personalized Wellness
Hipmunk
From Underdog Startup to King of Travel Search
Molson
From Striking Decline to King of Hockey Comebacks
EAS
From Fragmented Portfolio to King of Sports Nutrition
New Roots Herbal
From Niche Supplement to King of Clean Wellness
Second Harvest
From trusted local charity to King of Sustainable Hunger Relief
Robert Skalli
Repositioning Robert Skalli for category leadership
FAQs
When does a brand actually need strategy and positioning work?
Brand strategy becomes critical when a brand faces inflection points — launch, rapid growth, category pressure, cultural change, or declining relevance. It’s less about aesthetics and more about clarity: what the brand stands for, why it matters, and how it competes in culture and in-market.
How does brand strategy differ from messaging or creative direction?
Brand strategy defines the role a brand should play in people’s lives and in its category. Messaging and creative are expressions of that role. Without strategy, creative may be compelling but inconsistent; with strategy, creative accumulates meaning over time.
Is brand strategy only relevant for new brands or rebrands?
No. Many strategy engagements focus on sharpening relevance for existing brands without changing the name or identity. In mature categories, small strategic shifts can unlock significant gains in attention, trust, and growth.