Engagement 01 · Brand Strategy

Brand Diagnostic.

A focused, senior diagnosis of where a brand stands — what is still strong, what has weakened, and what to decide before investing further in identity, communication or execution.

01

Brand Diagnostic

Engagements begin at €15,000
Typical duration

2–3 weeks

Client involvement

One 90-minute leadership session per week, plus access to existing brand documents and selected stakeholders.

Deliverables
  • executive brand diagnostic
  • analysis of current positioning and brand equity
  • principal strengths, weaknesses and contradictions
  • what should be protected, stopped and changed
  • three strategic priorities
  • recommended next steps
  • leadership presentation

Starting fees apply to a focused mandate involving a clearly defined strategic question. Final fees depend on the scope of the decision, the number of markets, brands, business units and stakeholders involved, research requirements and specialist participation. Travel, production and third-party costs are quoted separately. Fees exclude applicable taxes.

In brief
What is Brand Diagnostic?

A focused, senior diagnosis of where a brand stands — what is still strong, what has weakened, and what to decide before investing further in identity, communication or execution.

When should an organisation use this engagement?

For brands facing: unclear positioning; declining relevance or desirability; fragmented communication; weak differentiation; inconsistent markets or product lines; uncertainty before a rebrand; disagreement within the leadership team; a gap between business performance and brand perception.

How long does the engagement take?

2–3 weeks, with one 90-minute leadership workshop per week.

What involvement is required from the client?

One 90-minute leadership session per week, plus access to existing brand documents and selected stakeholders.

When to use it

For brands facing:

  • unclear positioning
  • declining relevance or desirability
  • fragmented communication
  • weak differentiation
  • inconsistent markets or product lines
  • uncertainty before a rebrand
  • disagreement within the leadership team
  • a gap between business performance and brand perception
Questions answered
  • What is genuinely strong in the existing brand?
  • What has become generic, inconsistent or outdated?
  • Is the problem strategic or related to execution?
  • What must be protected?
  • What should be stopped?
  • What requires immediate attention?
  • Is a repositioning or rebrand actually necessary?
Scope of work
  • leadership interviews
  • review of the current brand platform
  • analysis of campaigns, identity and communication
  • review of customer experience and key touchpoints
  • category and competitor analysis
  • cultural context analysis
  • identification of inconsistencies
  • identification of lost opportunities
  • senior leadership workshop
  • prioritisation of the most important decisions
Core deliverables
  • executive brand diagnostic
  • analysis of current positioning and brand equity
  • principal strengths, weaknesses and contradictions
  • what should be protected, stopped and changed
  • three strategic priorities
  • recommended next steps
  • leadership presentation

Additional outputs are defined according to the scope of the engagement.

Client involvement

One 90-minute leadership session per week, plus access to existing brand documents and selected stakeholders.

Expected outcome

A clear decision on what the brand needs to address before investing further in identity, communication or execution.

Value created

Where the value sits.

A focused diagnostic can prevent the organisation from investing further in the wrong problem.

What it helps avoid

  • Campaigns commissioned against an unresolved strategic issue
  • Premature rebranding or identity work
  • Repeated agency analysis of the same underlying problem
  • Leadership effort spent treating symptoms rather than the underlying issue

What it makes possible

  • Faster agreement on what must change
  • A shared executive view of the brand’s weaknesses and strengths
  • Future strategy, agency and research budgets prioritised more effectively
  • Clearer definition of the next mandate before further spending

This engagement typically precedes strategy, agency and research decisions many times its size.

A diagnostic can be justified if it prevents one unnecessary campaign or premature identity project whose agency, production and activation costs exceed the fee of the engagement.

The financial value of the engagement depends on the scale of the decision, the budgets influenced and the organisation’s ability to act on the recommendations. Moon Above does not guarantee a specific financial return.

Founder involvement

This engagement is founder-led throughout, from diagnosis and recommendation to the senior client relationship.

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