Australia’s #1 market positioning consultancy
We are the experts in developing differentiating brand strategies, value propositions, and positioning for B2C, B2B & D2C businesses.
Why work with us?
Carve out a unique and defendable space in your category
Change the way the market sees your product, services or business to unlock growth & protect margin.
Align and inspire your team with a proposition everyone is confident to stand behind
Organisations we have worked with
Why a differentiated positioning matters
Australia's markets are drowning in choice. Sixty automotive brands, ninety-five banks, endless tech platforms, and over 60,000 charities all fighting for attention.
It makes growth difficult and top talent hard to attract. An advancing AI-driven world makes this challenge ever more acute, as both machines and people need points of difference to navigate by.
The organisations, products and services that are winning have found a differentiated positioning that captures what they do best and what their primary customers care about most.
This has given them a clear space in the market, a differentiated value proposition, and an energy that glows from the inside out. Their executive, sales and marketing teams have something unique to stand behind, it shapes the experience their customers get and the advocacy they have for a company, product or service, and shareholders can feel it too.
Singapore Airlines found their difference in ‘service’, IKEA in ‘affordable design’, and Federal Express promised ‘dependability’. These businesses defined their point of differentiation and chased down the customers to whom that promise mattered more.
So, don’t be lost in the crowd, relying on the same generic promises as everyone else. The world is too competitive for that. Work with us to find your difference and build a positioning that unites your team and makes customers choose you more often.
What we help you unlock
Working with us
Nick Andrews
Experience & perspective
We have worked across the spectrum. Financial Services, Automotive, Retail, QSR, Technology, Telco, Travel, Entertainment, Energy, Healthcare, and even Industrial Waste. We bring a data-led, fresh perspective that will shed new light on your category challenges.
A small cog plugged into your team
Often people in a business are too close to understand how the market sees them. It’s incredible what an objective perspective, combined with talking to customers and stakeholders, and some AI powered data science reveals about what is working, what isn’t, and where the solutions can be found.
Energy & collaboration
Our low-leverage model means senior experience, being fully engaged, and working on the ground with your team.
Founder & Chief Strategist