Frame
Clarify the commercial objective, markets, audiences, constraints and success criteria.
CAPABILITY · LAUNCHES, CAMPAIGNS & CREATORS
Plan the launch around acquisition, adoption and market growth.
Strategy for a brand, product, market or category launch, connecting proposition, acquisition, campaigns, social, creators, PR, partnerships, events and rollout.
Discuss a Launch or Rebrand →
A new expression matters only when it makes the strategy visible.
The business challenge
- A rebrand is being considered without agreement on what actually needs to change.
- A product, place or brand must enter a new market or category.
- Markets do not share the same audience, proposition or launch priorities.
- Agencies need one strategic direction against which to develop and evaluate work.
- Leadership must decide what stays recognisable and what should evolve.
Questions answered
- What business problem must the launch or rebrand solve?
- What should be kept, changed or left behind?
- Which audiences and markets should take priority?
- What proposition and narrative should guide creative development?
- How should leadership evaluate agency recommendations?
How the work is done
Analysis, choices and recommendations.
Define
Choose what should change, what should remain recognisable and the proposition audiences need to understand.
Brief
Build the narrative, messages, creative principles and an agency-ready brief.
Direct
Evaluate proposals, align decisions and structure the launch or rollout sequence.
What the organisation leaves with
A strategic direction that can guide naming, identity, campaign, channel choices, market rollout and launch investment.
- A strategic direction approved before identity or campaign development begins.
- One brief shared by internal teams, markets and agencies.
- Explicit criteria for evaluating creative proposals and channel choices.
- A roadmap connecting proposition, identity, campaign and rollout.
Selected experience
Accor
Hospitality & lifestyleFor the launch of Phantom, the work defined a distinctive narrative and expression principles able to guide identity, creative development and launch communication.
View the case →How progress can be measured
Measures are selected according to the starting point, available data and mandate. No numerical outcome is promised in advance.
- Acquisition
- Awareness and consideration
- Trial and adoption
- Conversion
- Repeat usage
- Market penetration
- Category growth
Scope of work
- Brand, product, market or category launch
- Go-to-market and audience acquisition
- Campaigns, social, creators and content
- PR, partnerships and events
- Channel roles and rollout calendar
Core deliverables
- Launch strategy and go-to-market plan
- Audience priorities
- Campaign brief
- Social plan and creator strategy
- Partnership plan and PR narrative
- Event and activation plan
- Rollout calendar and KPI framework
Additional outputs are defined according to the scope of the engagement.
Engagement format
6–10 weeks · Strategic analysis, narrative development and launch or rebrand planning conducted throughout the engagement, structured around a weekly 90-minute session and key agency reviews.
Working sessions are decision points within an ongoing strategic engagement. Analysis, synthesis and development continue between meetings.
Client involvement: One 90-minute working session per week, plus access to the internal launch or rebrand team and participation in key agency reviews.
Discuss a Launch or Rebrand.
Discuss a Launch or Rebrand →What does your brand need to decide?
Tell us what is changing, what is no longer working and what decision your organisation needs to make.
Discuss a Brand Project →