Our Work

Iconic product brands, world-class results.



We owned development and activation of global strategy for brand Coca-Cola, and under our leadership delivered four consecutive years of record revenues and profitability.






How do you improve on perfection? We unearthed the DNA of the Chuck Taylor brand, identified growth levers to maintain global momentum, and showed how to extend the "Chuck" franchise to capture a new cohort of buyers.



We developed introductory and early stage marketing strategy for Microsoft XBOX, helping vault the brand from upstart to market leader, relegating previously dominant Sony PlayStation to also-ran.




Challenged by the need to significantly shift consumer and business perceptions after years of sub-standard design, we developed the strategic positioning for a new generation of Dell laptops that are now considered the "best Windows laptop" by WIRED, CNET and others.



Master and Global brand strategies that drive Enterprise growth.


Australia's largest bank, and Top 40 globally, CommBank was seeking a compelling master brand strategy to serve as the platform and market face of its transformation business strategy. Its goal was to shift perceptions from a staid, traditional, stable bank, to an innovative financial partner for consumers and small businesses. We built a new and differentiated brand story that contributed to significant gains in business performance; from improved customer satisfaction (reclaiming #1 in the market) to increased recognition (Money Magazine's Bank of the Year), culminating in financial results that were superior to all competitors.



We built Dell's first-ever global master brand strategy, enabling the company to vault past HP, gain consideration in the lucrative enterprise solutions space, and effectively compete with market leader IBM. Dell's re-positioning also set the stage for successful privatization and pending merger with storage giant EMC.



Fortune 50 insurer MetLife needed an enterprise-wide positioning to unify it's employee benefits and retail businesses, motivate its employees, and compete more aggressively with higher spending competitors. The new platform generated six consecutive years of brand growth, linking the company to financial guarantees before, during, and after the global financial crisis, outperforming key competition, and setting the stage for successful global expansion.