Engagement 03 · Brand Strategy

Rebrand or Major Launch Strategy.

Strategic direction for a rebrand, a major product launch or a market entry: what must change, what must stay recognisable, and the idea that leads it — through to agency brief and activation roadmap.

03

Rebrand or Major Launch Strategy

Engagements begin at €50,000
Typical duration

6–10 weeks

Client involvement

One 90-minute working session per week, plus access to the internal launch or rebrand team and participation in key agency reviews.

Deliverables
  • launch or rebrand strategy and narrative
  • audience and market priorities
  • agency brief and evaluation criteria
  • recommended creative territory
  • communication principles and message architecture
  • launch sequence and activation roadmap
  • senior review of agency work 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 Rebrand or Major Launch Strategy?

Strategic direction for a rebrand, a major product launch or a market entry: what must change, what must stay recognisable, and the idea that leads it — through to agency brief and activation roadmap.

When should an organisation use this engagement?

For: corporate rebrands; brand rebrands; major product launches; market entries; new hospitality concepts; flagship openings; destination launches; leadership transitions; existing brand platforms requiring activation.

How long does the engagement take?

6–10 weeks, with one 90-minute weekly session, plus key agency reviews.

What involvement is required from the client?

One 90-minute working session per week, plus access to the internal launch or rebrand team and participation in key agency reviews.

When to use it

For:

  • corporate rebrands
  • brand rebrands
  • major product launches
  • market entries
  • new hospitality concepts
  • flagship openings
  • destination launches
  • leadership transitions
  • existing brand platforms requiring activation
Questions answered
  • What is the real strategic objective?
  • What must change?
  • What must remain recognisable?
  • What idea should lead the launch or rebrand?
  • What should audiences understand immediately?
  • How should agencies be briefed?
  • How should creative proposals be evaluated?
  • What is the right activation sequence?
Scope of work
  • clarify the strategic objective
  • define what must change and what must remain
  • develop the launch or rebrand narrative
  • identify priority audiences
  • define market and communication priorities
  • structure the agency brief
  • identify possible creative territories
  • support agency selection or pitch management
  • evaluate strategic and creative proposals
  • align the final direction with the positioning
  • define the launch or rebrand roadmap
  • review execution at key stages
Core deliverables
  • launch or rebrand strategy and narrative
  • audience and market priorities
  • agency brief and evaluation criteria
  • recommended creative territory
  • communication principles and message architecture
  • launch sequence and activation roadmap
  • senior review of agency work 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 the internal launch or rebrand team and participation in key agency reviews.

Expected outcome

A strategically coherent launch or rebrand, ready to move into creative development and execution.

Value created

Where the value sits.

The strategic cost of a failed rebrand or delayed launch is usually far greater than the cost of defining the direction correctly before execution begins.

What it helps avoid

  • Major creative rework
  • Delayed launch timelines
  • Production started before leadership alignment
  • Conflicting agency and internal interpretations

What it makes possible

  • Identity, production and media budgets based on a resolved strategy
  • Clearer agency briefs and fewer revision cycles
  • Faster route from decision to execution
  • Stronger internal adoption

This engagement typically precedes identity, production and media commitments many times its size.

A strategic mandate can be justified if it prevents one major round of creative rework or a delayed launch whose agency, production and media costs exceed the strategic fee.

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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