Strategy that makes brands easy to think of.
The brands that grow fastest aren’t the best-loved, they’re the easiest to bring to mind. Built from a career inside South Africa’s best-known brands, our operating system gives everyone working on the brand that same clear, consistent view of what it stands for.
experience
advised
Brands you already know.
Brand strategy leadership
Brand strategy across leading South African and international brands.
Campaign strategy
Campaign strategy and global brand platforms across major FMCG brands.
Five integrated models. One connected system. From evidence to enduring impact.
People choose fast and instinctively, which puts the burden on the brand to be clear and consistent everywhere it shows up. These five models draw on the latest evidence of how brands actually grow, and work as one system: each answers a different strategic question, produces a different output, and feeds the next. Meaning narrows into growth choices, growth choices into communication, communication into a consistent brand experience.
Brand Strategy
Defines what the brand should come to mean.
Key components
- The people we serve
- Strategic evidence
- Value created
- Brand concept
Brand Architecture
Distributes meaning consistently across the portfolio.
Key components
- Portfolio element
- Inherited meaning
- Unique meaning
- Consumer fit
- Value proposition
Growth Strategy
Defines where and how the brand will grow.
Key components
- Growth ambition
- Growth opportunities
- Category landscape
- Growth priorities
Communication Platform
Turns growth priorities into focused communication.
Key components
- Strategic challenge
- Communication objective
- Audience & channel ecosystem
- Creative platform
Brand Signature
Defines how the brand consistently comes to life.
Key components
- See, read, hear, experience
- Distinctive assets
- Designed emotional response
A continuous system for growth
Insights and results from every stage feed back into the system, keeping the brand relevant, distinctive and future-fit.
Ready to build your brand’s strategic system?
Every model is applied through a facilitated strategic workshop, supported by the ClearBrand methodology.
Book a strategy session
Adam McKeon
Founder & Chief Strategy Officer
Over 25 years working with leading global marketing organisations, applying world-class strategic methodologies to South African brands.