Engagement 02 · Brand Strategy

Brand Positioning & Platform.

Definition or repositioning of a brand: the cultural territory it can credibly own, the role it should play, and the platform that turns that into identity, communication and product decisions.

02

Brand Positioning & Platform

Engagements begin at €35,000
Typical duration

6–8 weeks

Client involvement

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

Deliverables
  • cultural and competitive context
  • chosen cultural territory
  • positioning statement and strategic differentiation
  • central brand idea
  • strategic narrative
  • brand platform and expression principles
  • agency-ready strategic brief and 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 Positioning & Platform?

Definition or repositioning of a brand: the cultural territory it can credibly own, the role it should play, and the platform that turns that into identity, communication and product decisions.

When should an organisation use this engagement?

For organisations that need to: define a new brand; reposition an existing brand; prepare a rebrand; clarify their difference; unite several markets or activities; create a stronger strategic idea; formalise a brand that has grown informally; redefine their role within a changing category.

How long does the engagement take?

6–8 weeks, with one 90-minute working session per week.

What involvement is required from the client?

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

When to use it

For organisations that need to:

  • define a new brand
  • reposition an existing brand
  • prepare a rebrand
  • clarify their difference
  • unite several markets or activities
  • create a stronger strategic idea
  • formalise a brand that has grown informally
  • redefine their role within a changing category
Questions answered
  • What cultural territory can the brand credibly own?
  • What role should the brand occupy?
  • What should it stand for?
  • Why should customers choose it?
  • What is its central strategic idea?
  • What should remain consistent across markets?
  • How should the position guide future decisions?
Scope of work
  • leadership interviews
  • internal stakeholder workshops
  • customer and audience analysis
  • category and competitor analysis
  • cultural context analysis
  • cultural territory definition
  • positioning development
  • strategic differentiation
  • strategic narrative development
  • brand platform development
  • translation into expression principles
  • leadership alignment workshop
Core deliverables
  • cultural and competitive context
  • chosen cultural territory
  • positioning statement and strategic differentiation
  • central brand idea
  • strategic narrative
  • brand platform and expression principles
  • agency-ready strategic brief and leadership presentation

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

Client involvement

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

Expected outcome

One clear strategic idea that can guide identity, communication, products, customer experience and future business decisions.

Value created

Where the value sits.

A clear position reduces the cost of ambiguity across leadership, marketing, product and agency decisions.

What it helps avoid

  • Contradictory briefs across teams and markets
  • Repeated debates about the meaning and role of the brand
  • Creative work rejected because the strategic direction was unclear
  • Inconsistent expression across markets, channels and partners

What it makes possible

  • Faster decisions based on a shared position
  • Agency and content budgets aligned around one position
  • Future campaigns evaluated against a shared decision framework
  • A reusable platform that supports multiple years of execution

This engagement shapes recurring marketing, content and agency decisions over several years.

A positioning mandate can be justified if it prevents one major round of creative misalignment whose research, agency and production costs exceed the strategic fee, while improving the use of recurring marketing budgets.

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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