Outcome-based brand positioning for professional services.

Many companies’ approach to brand positioning lies in describing their value proposition in terms of functional benefits or by emphasizing the quality of their services. This costs them opportunities to meaningfully differentiate themselves and present a value proposition that is relevant to a market already saturated with parity offerings.

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Is it time to rebrand the social sector?

Without a consistent and cohesive “brand”, the social sector will remain to many – including politicians and the business establishment – a fractioned and marginal player with neither the profile, the capacity nor the representation to fulfil its purpose to bring balance, fairness and justice to a society that seems increasingly splayed between the polarities of the public and private sectors. 

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