Crafting the Strategy and Branding for a new strategic business consultancy

Developing the Strategy through a custom co-creation process with the client

This project is another example of how we use our own work methodology. On this occasion, in order to collect the necessary information, in addition to performing the corresponding benchmark, we organised a co-creation session with the client. Through a series of exercises and activities, we were able to identify the value proposition, brand attributes and brand values of the new company.

After the co-creation session, we established that the main brand attributes, which would sustain the brand, were experience, knowledge, pragmatism and their tailored proceedings. Furthermore, we also established that, through our branding the spirit of both business areas, Consulting and Data Analytics, needed to be clearly represented.

We subsequently defined the company’s value proposition, its storytelling and corporate tagline. We concluded that the tagline should communicate its differential value and emphasise what we considered its prime matter and thus, “custom decision – making through contextualised data“ was the message that best described them.

Then finally, along with the client, we developed the Kedge naming – a name made up of the terms keiken (Japanese for ‘experience’) and knowledge. It also refers to the English expression ‘to have and edge’ along with the letter K, which is often used in the world of data analytics.