Brand strategy for
moments of change.
We help brands diagnose what is no longer working, choose a clear position and turn that decision into a brand platform, an agency brief and a roadmap their teams and partners can execute.
Five ways to work with us.
Moon Above Advisory works through clearly defined strategic engagements. Every mandate is founder-led and adapted to the organisation's context, leadership team and commercial priorities.
Brand Diagnostic
A senior diagnosis of what is strong, what has become generic, and whether the problem is strategy or execution.
Discuss a Brand Diagnostic →Brand Positioning & Platform
The cultural territory, the position and the strategic idea — built into a platform your teams and agencies can act on.
Discuss a Positioning Project →Rebrand or Major Launch Strategy
The narrative, the audiences, the agency brief and the roadmap — so a launch or rebrand moves into creative on solid ground.
Discuss a Launch or Rebrand →AI & Brand Transformation
A strategic engagement for leadership teams deciding where AI can create value, where it risks weakening trust or coherence, and what must remain distinctly human.
Discuss Your Brand AI Strategy →Executive Brand Advisory
Ongoing strategic support across launches, agencies and decisions — an independent senior perspective on call.
Discuss an Advisory Mandate →Pricing & Engagements
Strategic engagements begin at €15,000. Executive Brand Advisory is available from €8,000 per month.
You may recognise your situation.
A rebrand is planned, but the strategic idea behind it remains unclear.
The brand still performs commercially but is losing relevance or desirability.
A new leadership team needs to decide what should change and what must remain.
The organisation has grown faster than the meaning of the brand.
A major launch requires more than a campaign proposition.
Markets, products and agencies are pulling the brand in different directions.
The current platform describes the company but does not guide decisions.
The brand increasingly resembles its competitors.
AI is changing how the organisation creates, communicates and serves customers, but no clear decision has been made about what to automate, what to augment and what must remain human.
Branding starts with culture.
A brand position cannot be developed only from the company's ambitions. It must also respond to the category, the customer and the cultural environment in which meaning and desire are created.
Culture
What is changing around the brand, its customers and its category?
Territory
Which cultural space can the brand credibly and distinctively occupy?
Positioning
What role, idea and difference should the brand choose?
Expression
How should that decision shape identity, communication, products and experience?
More than fifteen years of brand strategy and transformation.
Logos represent brands advised across the founder's career. Their use describes professional experience and does not imply a current client relationship with Moon Above Advisory.
Every engagement is led by the founder.
Every engagement is led directly by Jean-Baptiste Quesnay, supported when required by a selected team of strategists, researchers and specialist partners assembled around the mandate.
More than fifteen years of experience across branding, communications, luxury and international market development inform every engagement.
About Jean-Baptiste →
Fear-driven adoption and strategic adoption produce the same projects for six months. Only one of them has a stop rule.
In a world of infinite optimisation, a brand becomes distinctive through what it refuses to become.
What optimises conversion today may erase what makes a brand worth remembering tomorrow.
Tell us what is changing, what is no longer working and what decision your organisation needs to make.
Discuss a Brand Project →