THE UTILITY OF BRAVERY
We deliver strategy that has use. Adaptive not dogmatic, it rises to the challenge. It’s ideas-led but grounded in structure. It’s creatively stimulating but not constraining. It builds cohesion without watering things down. Most importantly, it delivers. Because strategy that can’t be executed is just an expensive opinion.
In moments of transition, strategy needs to be brave. To frame bigger opportunities, break through products, a highly competitive market, evolving customer bases, changing markets, etc.
It’s here that you need the brand to signal that a different future is coming. This is where Nutter Road is most productive.
And while we have three common use cases, each approach and output is tailored to the need.
BRAND INCEPTION
Before launch, you need to convince others of the opportunity. Investors or collaborators, even prospective customers. The vision is conjecture, so it better be compelling.
We go deep to understand the working hypothesis and market context. Framing the challenge as opportunity, structuring how, who and what will overcome the odds.
At this moment, brand is the unmissable opportunity, the relentless and talented team, the breakthrough product roadmap.
ESSENTIALS
Opportunity narrative
Brand vision
Product hypothesis and differentiators
EXTRAS
Innovation and opportunity mapping
Customer research and PMF hypothesis
Investor deck
BRAND ESTABLISHMENT
Once the product or service is in market, the brand is competing with the status quo. It must establish itself as both better and different.
We take a rigorous look at the present - its context, potential customers and competitors. And use that to draw a contrast between the market’s failings and what you promise. Across product, experience and belief.
At this moment, brand is the leap. Distinct, compelling and clear.
ESSENTIALS
Strategic Leap
Brand vision/mission
Brand positioning and category definition
Brand proposition and differentiation pillars
EXTRAS
Messaging
Customer persona definition
Brand signatures, comms and activations
RE-BRAND
At some point, businesses outgrow what got them there. Extending into markets, evolving the product, expanding the team, etc.
We explore the future opportunity and the commitment being made. And use that to understand how to change perceptions, exaggerate what makes the business wildly different and build cohesion.
At this moment, brand is an idea that must drive growth and perception change.
ESSENTIALS
Framing leap
Brand vision/mission
Brand positioning and category role
Brand proposition and differentiation pillars
The big idea
EXTRAS
Brand signatures, comms and activations
Messaging framework
Customer persona roadmap