From healthcare, to high tech, to beauty--I've worked with a lot of brands in a lot of industries.  While most are well-established and enjoy significant equity, several have required re-positioning and re-architecting to stay relevant and competitive amidst the changing needs and behaviors of consumers who are more informed and in-control than ever.

Some of these companies have simply needed to build a compelling  brand story around new products or services. A story that gives a new sub-brand an identity, definition and purpose for customers and prospects.

Other companies are looking to establish a point-of-view for their corporate or flagship brand, one that answers the existential questions consumers increasingly ask of brands today:  Why do you exist? What are you trying to change in this world? Why should I care? These brands understand that identifying and communicating their "higher order" reason for being can not only help focus their growth strategies, but it can motivate and rally internal teams, and--perhaps, most importantly--foster solidarity and support among customers.