Brand Strategy for Heritage Companies
We simulate how your loyal customers and new audiences might respond to brand changes before you commit.
Institutional Rigor. Legacy Brand Respect.
6 years at a medical device company where mistakes have lasting consequences. Web projects with MIT and Harvard. Work across different industries gives me the outside eye you need. I understand what it means to protect something that took decades to build.
What We Actually Do
Simulation and audits. Not rebranding.
Brand Protection Simulation
Technology changes how customers find you and buy from you. Simulate where new tools and channels strengthen the brand and where they might dilute it.
New Entrant Response Simulation
DTC brands are entering your category with fresh positioning. Simulate how your customers might respond to their pitch and where your differentiation holds.
Campaign & Website Audit
Your campaigns need to resonate with new audiences without confusing loyal customers. We audit what's working, what's breaking, and where the brand is getting diluted.
Competitive Response Simulation
A competitor is repositioning into your space. Simulate how your customers might respond to their move and where your differentiation holds.
Signs You Need Outside Perspective
Leadership wants younger customers. The mandate is growth with new audiences. The risk is alienating the customers who built the brand.
DTC entrants in your category. New brands are taking share with fresh positioning. You need to know where your differentiation still holds.
Campaign didn't land. Something went out that didn't resonate. Leadership wants to understand why before the next one.
Competitor repositioned. Someone moved into your space with a fresher look. Your differentiation isn't as clear as it was.
Board wants growth and preservation. They want both. You need recommendations you can defend.
Website replatform ahead. You're moving to a new system. You need clarity on what to preserve and what to change.
How Engagements Work
Two ways to work with us.
Explore with Attune
Test your messaging with AI-simulated consumer panels before launch. See how loyal customers and new audiences might respond to brand changes.
Request early accessRequest an Engagement
When stakes are high and you need judgment, not just data. We audit your positioning, identify what's breaking, and deliver written recommendations you can defend to leadership.
Submit Project DetailsFAQ
No. You've built something over decades. The goal is protecting that while adapting to how customers find you and buy from you today.
A two-page memo with a longer report on our findings. Audits are 10 pages max and interactive — you can export them and ask questions through our AI and RAG system.
The default engagement is strategy and audit work. If execution support is needed, that's scoped separately. But most clients have internal teams or agencies for execution; they need outside perspective on strategy.
Depends on scope. A focused positioning audit might be 2-3 weeks. A comprehensive campaign performance review might be 4-6 weeks. We agree on timeline upfront and I tell you if something will take longer than expected. Rush service available at extra cost.
NDAs signed on request. Your competitive intelligence, campaign performance data, and strategic plans stay confidential. I don't share client information across engagements and I don't use your data to train AI models.
You work with me directly.
Early bird pricing: projects start at $1,000 and increase with complexity. We have a clear pricing method so you can predict your cost before we start.