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.
Beef Farmers of Ontario
We asked a question that conquered the counter.
EverMe
From chaos to clarity.
Second Harvest
From food waste to cultural taste.
Janes Chicken
From freezer staple to king of family wins.
Olivieri
We turned a declining brand into an everyday king.
Osmows
From sidekick condiment to king of sauce obsession.
Popeyes
We turned a Chicken Sandwich into a cultural event, not just a menu item.
New Roots Herbal
From niche supplement to king of clean wellness.
Second Harvest
From trusted local charity to king of sustainable hunger relief.
Canon
We stole the show and helped Canon become king of imaging innovation.
Bosch
We turned a trusted technician into a king of home innovation.
Beef Farmers of Ontario
We moved a local gem to king of culinary discovery.
Canon
We turned a challenger into an imaging king.
Thermador
We moved Thermador from luxury niche to the king of culinary innovation.
Chicken Farmers of Canada
We moved Chicken Farmers of Canada from dinner monotony to the king of culinary adventure.
Taste of Nature
From quiet legacy to king of conscious snacking.
Yorkshire Valley Farms
From organic noise to earned trust.
Catelli
From better-for-you pasta to better-about-yourself pasta.
Catelli
The Natural Pasta Sauce That Became a Breakout Hit.
Catelli
Turning convenience into something that matters.
Rubicon
The exotic made wonderful.
Seymours Sangria
From seasonal debut to king of the patio cooler.
Vodka Mudshake
From guilt-ridden treat to king of unfiltered indulgence.
Zero dB
The Functional Beverage Brand That Made Mental Quiet Feel Premium.
Ice River Green Bottle Co.
From quiet recycler to king of closed-loop packaging.
Platinium Naturals
From a trusted supplement to an innovative leader.
Rival House
The Alcohol-Free Brand That Made Celebration Feel Bigger, Not Smaller.
Hipmunk
From underdog king of travel search.
Molson
From striking decline to king of hockey comebacks.
EAS
From fragmented portfolio to kng of sports nutrition.
FAQs
When does a brand actually need strategy and positioning work?
Brand strategy becomes critical at moments of inflection — when a challenger brand is ready to rise, or when a category leader realizes that staying on top requires deliberate, often heroic decisions.
In both cases, strategy defines what a brand stands for, how it behaves, and what it must do to earn relevance — not just once, but continuously.
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.
Many of our strategy work happens with established category leaders who understand that relevance is maintained through action — not entitlement.