Strategy
The full picture, and a plan that keeps moving.
50+ leading companies work with us
What Strategy is
Strategy maps the full playing field and, on that basis, decides what needs to change for you to become visible to your ideal customer.
Where Insight gives you a snapshot, here the measurement runs continuously and covers everything that matters: your services, your audiences, the full set of competitors and a broader set of models. Then the thinking starts: reading that data, pulling out the bottlenecks and deciding what deserves attention first.
By default we measure one service in depth, down to the details. That gives a fuller picture than a shallow scan of your whole offer, and with it a reliable indication of what there is to gain elsewhere. If you want the full picture straight away, a complete scan of your entire offer is possible too.
You cannot prioritise what you cannot see.
What we pull from the data
We look systematically for the places where things go wrong:
- Contradictions. Sources that contradict each other on price, offer, audience or positioning.
- Inaccuracies. Outdated or wrong information, and the source it comes from.
- Unanswered questions. Questions a competitor answers and you do not.
- Absence. Moments in the customer journey where you simply do not appear.
- Misattribution. Being named, but to the wrong audience or for the wrong reasons.
We trace every bottleneck back to its source and establish whether it can be corrected. That difference decides the approach: a page of your own you rewrite, an external source you approach, and a source that will not cooperate you outweigh with others.
What you get
The full picture
The complete measurement across every service, audience and competitor that matters, with continuous monitoring as the foundation.
A plan with concrete points
Every point gets one approach, one owner, one deadline and one metric. Plus a baseline, so afterwards there is no doubt whether it worked.
An order that makes sense
First fix what is wrong or contradictory, then optimise what is being picked up, then external sources and authority, and only then new content. Buying more visibility on a foundation that is wrong gets you little.
The execution plan
Which methods are used for each point and who does what. That makes it clear from the start what sits with your team and what sits with us. For each point, the nature of the bottleneck decides the method: content and SEO where it concerns your own site and findability, PR and citations where the picture is formed beyond your site, development where the problem is technical, and conversion where it concerns the path to contact.
See all methodsOne documented brand picture
The facts, the corrections and the positioning of your brand, documented and maintained in one place. It applies to every text that goes out: website, press release, advert, proposal. That is how the fragmentation between channels disappears.
What the plan is based on
Three sources come together. The data from the measurement, which shows what is really happening. Our expertise and experience from projects across very different sectors, which shows what works and what does not. And your knowledge of your own market and customers.
Your team sees one brand. We see several at once, across different sectors.
A strategy that keeps moving
A plan delivered once is out of date within a few months. Sources change, competitors move, models get updated. That is why Strategy sits in a cycle. Every round, we decide on the basis of what the measurements show which point is next. Execution picks it up, Verification measures the effect, and that result sets the next step.
From there we decide what needs to change and in what order. That strategy is not fixed; it grows with what we learn along the way.
More about Strategy
We work point by point. Do ten things at once and afterwards nobody can tell which change made the difference.
Even if you do the execution yourself
Strategy has value in its own right. If you have your own marketing team, you can take the full picture and the plan and do the execution yourself. We keep measuring what every change delivered, so the plan stays right.