Decode
Understand the market
Understand customers, buying decisions, competitive alternatives and the cultural or commercial context of your market.
Global brand strategy & cultural intelligence
Brand meaning.
Beyond borders.
We help ambitious brands build distinctive positioning, compelling narratives and cultural relevance across markets.
Strategy with a point of view.
01Selected experience & thinking
Different worlds.
Distinctive possibilities.
Insta360
Consumer technology · United StatesA U.S. new-product launch, through creators.
Read the caseVIVAIA
Fashion & lifestyleMake comfort part of an aspirational identity.
Read the caseJackery
Energy & outdoor lifestyleFrom portable power to preparedness.
Read the caseLeaf Chair for SUNON
Product & industrial design · 2022Design decisions become a product story.
Read the caseProject experience, proposals, partner work and independent studies are credited individually.
02Our point of view
A strong business.
A meaningful brand.
Your products and capabilities give you something valuable to offer. A clear brand gives people a reason to understand it, believe in it and choose it.
We bring business ambition, cultural understanding and creative judgment together — shaping positioning and narratives that your teams and partners can take into the world.
Our strategic disciplines03The Global Relevance Framework
From understanding
to expression.
Position
Choose your meaning
Define who the brand is for, why it matters, and the distinctive territory it can credibly own.
Translate
Make relevance tangible
Turn the strategy into language, evidence and creative direction that make your value clear in each market.
Activate
Carry it into the world
Align your website, launch, sales materials and partners around one story, with priorities that guide the next move.
04Culture & perspectives
A wider lens.
A fresh point of view.
Ideas on culture, brand meaning and the choices that build relevance — across the markets and people your business wants to reach.
Read our perspectives05Across industries
Many contexts.
One clear ambition.
Every category has its own language. We help your brand find a meaningful place within it.
01
Fashion & Lifestyle
A distinctive identity, with a meaningful place in people’s lives.
Explore02Consumer Goods
Turn useful products into clear, relevant reasons to choose.
Explore03Technology
Make innovation understandable, valuable and credible.
Explore04B2B & Industry
Connect specialist capability with commercial value and trust.
Explore05Beauty & Personal Care
Bring product performance, identity and customer expectations together.
ExploreStart a conversation
What could your brand mean next?
Let’s explore the possibilities for your brand and its next market.