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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Defining Shoppable Media for the Consumer of the Future

We’ve all heard you should watch what you buy, but the team behind dropp brought us a new idea: what if you could buy what you watch? With a product promising to augment video with actionable purchasing power, this early-stage startup approached us to build their brand from scratch.

In creating a new brand, we dove deep into business strategy to identify and align product offerings with target demographics. We discovered a big part of the business model is to partner with media companies to offer brands a way to “drop” new products into their content, hence: dropp, a name that clicks with Gen Z consumer consciousness and succinctly describes the new tech offering.

Our brand work took shape around a creative concept of “shoppable media,” which led to dropp’s key message: see it. want it. get it. We tuned our visual design to have pop culture appeal, fusing elements of the digital current with a street-wise, stylish aesthetic. We created custom icons, wordmark, and energized brand activation touchpoints to make dropp easy for consumers to pick up and hold onto.


What We Did

Brand Strategy, Brand Positioning, Brand Messaging, Visual ID, Design System, Brand Consulting, Naming, Brand Experience, Brand Marketing, Website Design, and Campaign Execution