Strategy

The power of brands lives at the intersection of relevance, differentiation, authenticity and sustainability. Learn more about our Brand Strategy services.

The best brands evoke elegant simplicity, clarity, and sense of purpose — they inspire. 


Decades of experience, countless hours of research and development, and hundreds of client engagements have lead us to a simple defining principle: the power of brands lives at the intersection of relevance, differentiation, authenticity, and sustainability.

This is where the optimal balance of logic and emotion moves people to action. We believe it takes focused insights combined with creative thinking to uncover the unexpected — this is the point of energy from which great brands are forged. This intersection changes minds, transforms companies and redefines industries; a place where magic and substance rule.

Our Strategy services include:

Brand Definition

Purpose
The mantra that defines why we do what we do


Pillars
The principles that guide our decisions

 

Personality
The attitude we display through our behaviors

 

Experience
The feelings that result from our interactions

Brand Architecture

Portfolio Strategy
Defining the ideal number and relationship of brands, including when and how to create sub-brands, endorsements, etc. (i.e. masterbrand/branded house vs.diversified/house of brands)

 

Organizing Principle
Organizing the portfolio to reflect customer mindsets and convey breadth and depth

 

Hierarchy
Establishing a hierarchy among offerings to guide which elements to emphasize and de-prioritize

 

Nomenclature Systems
Codifying how to name offerings (current and/or future)

Customer Experience

Journey Mapping
Applying quantitative and qualitative research to understand the brand experience from the customer perspective as well as mapping the delivery to internal cross-functional teams beyond marketing

 

Touchpoint Optimization
Orchestrating and codifying the touchpoints in the journey that will most impact business results using metrics such as satisfaction, churn, recommendation, and loyalty

 

Experience Hallmarks
Creating unique and differentiating brand experiences

 

Brand Process Re-engineering
Developing new processes and establishing the right sequencing and training associates across functions to deliver on the codified experience

Employer Brand

Aligning the brand purpose to deliver on specific recruitment and retention goals, typically in partnership with Human Resources (HR)

Organizational Design

Capabilities Assessment
Understanding the role of marketing and core processes, then conducting a skills audit to understand strengths and weaknesses of the current team

 

Team Structure
Designing the optimal organizational structure and role definitions to deliver on the latest brand management practices

Page TitleBrand Strategy, Definition & Architecture | Monigle
Page Keywordsbrand strategy, brand definition, brand architecture, brand development strategy, brand strategy definition, brand architecture strategy, brand strategy agency, brand strategy firm, brand design strategy, brand strategy services
Page DescriptionThe power of brands lives at the intersection of relevance, differentiation, authenticity and sustainability. Learn more about our Brand Strategy services.