OUR SERVICES

We have one simple goal – improving brand value

We help organizations increase awareness and build enthusiasm for who they are, what they do and why they matter.

Positioning Strategy

We have proven success in positioning companies and brands for competitive advantage.
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Names and Naming Systems

We have a successful track record for creating compelling names and cohesive naming systems.
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Messaging Strategy

We support strategic positioning with relevant messages relevant to key audiences.
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Brand Architecture

We rationalize brand portfolios for clarity, effectiveness and impact.
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Identity and Brand Strategy

We have created some of the world’s best regarded corporate and brand identities.
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Brand Research

We use qualitative and quantitative research to gain strategic and creative brand insights.
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CASE STUDIES

See what we and our clients have accomplished.

University at Buffalo

In Brand Research / Identity and Brand Strategy / Names and Naming Systems / Positioning Strategy

Credit.com

In Messaging Strategy / Positioning Strategy
coopervision

CooperVision

In Names and Naming Systems
Unison

Unison

In Messaging Strategy / Names and Naming Systems / Positioning Strategy
guidewire

Guidewire

In All Case Studies / Identity and Brand Strategy / Messaging Strategy / Positioning Strategy
napa-valley-vintners

Napa Valley Vintners

In All Case Studies / Identity and Brand Strategy / Messaging Strategy / Positioning Strategy
abilitylab-case-study

AbilityLab

In All Case Studies / Brand Architecture / Identity and Brand Strategy / Messaging Strategy / Names and Naming Systems
Rockefeller University

Rockefeller University

In All Case Studies / Brand Research / Identity and Brand Strategy / Messaging Strategy / Positioning Strategy

OVER 75 YEARS OF COMBINED EXPERIENCE

A few of the clients we’ve worked with.

Adobe Acrobat

MARSHALL STRATEGY BLOG

Our perspectives on identity and brand strategy

  • Who’s Behind Your Brand? The Challenge of Historical Names

    We have talked before about the dangers of tying your brand to an individual personality. This is because living people can behave badly, causing damage to the brands they endorse. Even using historical names of famous people can become an awkward liability for a brand....

  • Collaboration Drives Breakthrough Brand Strategy

    Brand breakthroughs, like all breakthroughs, require collaboration. In our work with leading researchers at Caltech, UC Berkeley, UC San Francisco and Rockefeller University, it is clear that examining today’s most important issues require not just brilliant people, but people who have the skills for working productively with others. The same collaboration......

  • Appreciating Jack Trout

    Jack Trout, and his partner, Al Ries, developed the seminal concept of Positioning, the most influential big idea in identity and branding in a generation. The books they have written explaining the existential importance of positioning have had major impact on the identity, branding and marketing industry – and on......