Find your brand’s
position for long-term growth
Through industry, competitor and user insight, we define the position your brand should own in people’s minds and its core point of difference, then build a complete system from positioning and tagline to brand architecture, laying the strategic foundation for marketing and design.
Brand Anchor Engineering®
Over the next 3–5 years, what position should your brand hold in customers’ minds? That is where brand strategy begins. Answering it requires an actionable strategic direction grounded in the industry landscape, competitive analysis and research into how users think.
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Six stages of strategic work
The first step in Brand Anchor Engineering®: Anchor Diagnosis. Clarify direction first, then establish positioning.
- Industry and competitive landscape
Identify unmet needs and opportunities by analyzing industry trends, competitive dynamics, and user behavior.
- User mindset
Understand how users perceive the category and which position the brand can own long-term.
- Value Proposition
Define a sustainable point of differentiation as the foundation for positioning and messaging.
- Positioning statement
Ensure target users think of and choose the brand first among all alternatives.
- Brand architecture
When managing multiple business lines and sub-brands, define distinct target audiences to avoid internal competition.
- High-Level Consensus Workshop
Translate diagnosis into actionable strategic decisions for leadership.
Brand strategy work
Our judgment is reflected in published case studies spanning retail, finance, healthcare, technology, home, and mobility.
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Same methodology, different strategic positions
- Retail and platforms
When ecosystems grow large, integrate experience and perception into a unified system first. Work includes Suning, JD.com, Meituan, and Pinduoduo.
- Finance
When comprehensive service platforms need to establish unified trust, strategy must define a clear value anchor. The Ping An case centers on this challenge.
- Healthcare
The Ping An case positions healthcare as a strategic pillar equal to comprehensive finance. Expertise and accessibility must coexist.
- Technology
Technology evolves constantly; strategic positioning must be established first. Work includes Huawei, Lenovo, and CATL.
- Manufacturing and home
From product capabilities to scenario solutions. The Haier Smart Home case demonstrates the strategic transformation from appliance manufacturer to smart living service provider.
- Automotive & Mobility
During transformation, clarify both architecture and certainty. Work includes Geely and Ctrip.
Brand research and design experience, supported by AI tools
Collaboration on brand development for large organisations
- BrandAIBrand research and design experience, supported by AI tools
- Left brain: dataIndustry, competition, and user behavior to identify opportunities.
- Right brain: creativityPositioning claims and messaging must have memory strength.
- Academy aestheticsSince 2003, building brands with academy methodologies.
- Reusable directionEstablish a strategic anchor system that spans the entire design and marketing chain.
Strategy defined, then grows
Positioning, culture, symbols, and content all derive from a unified strategic anchor. Subsequent phases translate positioning into perceptible visual systems and align resource allocation around the same anchor.
Brand PositioningOccupy mind space, simplify decision paths. Identify differentiated value anchors and establish clear positioning claims.
Corporate CultureBuild a cultural system based on mission, vision, and values that permeates strategic decisions and organizational behavior.
Logo DesignDesign symbol systems recognizable across scales, starting from brand core concepts and naming.
Packaging DesignEnsure products achieve instant recognition on shelves, e-commerce, and short video platforms, balancing information efficiency and quality perception.
AIGC CreativeBased on brand strategic imperatives, improve output efficiency of copy, visuals, and scripts while maintaining consistent tone.
InsightsUse data insights to understand real needs, informing strategy formulation, product development, and marketing decisions.
Connecting industry expertise with project needs.
Explore industries, service applications and international projects shaped around the brand and experience needs of large enterprises.