Branding Strategies

De-positioning: The Most Effective Way to Position a Brand in Market

Ask not how your branding agency can help you change the world. Ask how your branding agency can help grow your business.


My twenty-plus years career running branding agencies have taught me what works and what doesn’t work in terms of positioning a business for growth. Many trends, perspectives, and buzzwords come and go. New ones continually pop up.


You’ve heard of approaches like disruption, differentiation, relevance, unique selling propositions, and personalization. But today, what you hear the most is brand purpose. Not just the what, how, or who the brand is, but the “why” you should care and how it makes the world a better place. This “why” is supposed to align with something bigger, which is more important than the straightforward selling of products.

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Because Average Fries Are the Enemy

Who knew that french fries were a misnomer? Sure, Belgians speak French…but credit where credit is due. Bel-Fries is a fast-casual food concept designed to bring chef-level, restaurant-quality fries to the people and pay respect to the O.G. in the game of crispy, salty spuds.

Tapped by an investment group who saw a market opportunity to flood the streets with perfect fries and special sauces, we got to mapping out the brand fundamentals of a food concept that could sizzle to national notoriety. After helping to find a chef to perfect the recipe, we named the brand, and built a belgium-centric story to ground the technique and set the narrative straight.

We brought in Creme Design to help craft the restaurant’s interior architecture design, and collaborated to create a complete visual ID with logo, iconography and custom typography that would simply stand out in a crowded field of fast(er) food competitors.


What We Did

Naming, Brand Strategy, Brand Positioning, Visual Identity, Product Architecture, Product Naming, Messaging, Brand Marketing, Website Design and Build, Environmental Design, and Brand Consulting