Brand Strategy
Why should consumers choose you?
We build stronger brands through distinctive positioning, compelling propositions and messaging that drives preference.
What the work decides
The choices behind a stronger brand.
Who to build for
The high-potential consumers to build for next, identified through segmentation and consumer research.
You get
Priority segments, personas and a typing tool.
How you win
A distinctive positioning and value proposition, backed by reasons to believe.
You get
A consumer-validated positioning and brand story.
Where to place your bets
The role of each brand in your portfolio, and the channels and claims that follow.
You get
Portfolio architecture and brand guardrails.
How it works
Positioning co-created with your consumers.
Our branding work is informed by foresight, insight and co-creation with your target consumers.
Step 1
Map future opportunities
Ground the work in your current brand and category through consumer insight and foresight.
Step 2
Co-create with consumers
Positioning routes are built and refined with target consumers in rounds, with your team choosing between them, then validated.
Step 3
Bring it to life
Messaging, brand guidelines and a brief your agencies can build from.
Upland in action
Building stronger brands.
Nielsen-Massey Vanillas
· Brand strategy
Double-digit annual revenue growth since the plan
Read the Nielsen-Massey case →
True Food Kitchen
· Growth strategy
A new menu for momentum
Read the True Food case →
Michigan League of Conservation Voters
· Nonprofit brand
A new brand and strategy for greater influence
Read the MLCV case →
Let’s talk about what’s next for your brand.
We start with what you already know about your brand and your consumers.