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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Transforming the World’s Biggest Telecom into a Technology Company

As a Telco, Verizon had been in the delivery service since its inception. Then, after conducting years of market research with one of the biggest business consultancies in the world, Verizon decided it was critical for their future success to create a digital media services company that offered end-to-end solutions for digital content providers. From this, the new Verizon brand was born.

Our goal was to help the Verizon executive leadership team strategize a new brand direction for the company. We embarked on deep-dive research into their market and worked closely with their internal and an outside team from Deloitte to find an opportunity space that the new Verizon brand could own. We identified and created brand positioning frameworks that allowed Verizon to clearly communicate a new value with distinct differentiators to multiple audience segments that gave them an edge up on their competitors.

Following their new brand launch, Verizon sales teams closed multiple Fortune 500 clients. But most importantly, the brand positioning strategies we developed laid the groundwork for what became the new Verizon masterbrand and has helped them dominate their sector over the past few years.


What We Did

Brand Strategy, Brand Positioning, Brand Architecture, M&A Brand Strategy, Messaging, Brand Story, Visual ID and Graphic Systems, Illustration and Animation, Collateral Design, Website Design, and Brand Consulting