Building a great brand in technology-based markets often means reinventing a generic category or commodity solution, making it special to a specific group of people, then using it to build a sustainable relationship with them.  This is not the stuff of logos, trade dress, or tagline creation but rather of treating brands as tangible, sustaining business assets that can be actively managed for competitive advantage.  We work with our clients to help them understand and optimize the power of their brand portfolios through focus and meaningful differentiation; align product roadmap priorities with how customers make brand choices; ensure delivery of a brand promise across the enterprise; and present their brands in the most compelling way possible. 

Our work for clients extends to:

• Brand Strategy Development: Your brand is the sum of the good and the not-so-good experiences customers (and others) have -- directly or indirectly -- with your products, services, communications and people.  Your brand strategy should be a direct extension of your business, marketing and operational strategy.  We work in a rigorous but extremely time-efficient and cost-effective way, without the learning cycle necessary for “traditional” branding firms who typically do not have an intimate familiarity with technology-based products or markets, and the teams that manage such enterprises.
  
  
• Brand & Product Strategy Alignment: There is often a disturbing lack of correlation and coherence between a company’s stated brand strategy and its product development process.  We improve business performance by bridging the persistent gap between brand strategy, product strategy, and customer experience, insuring alignment between a brand’s promise to customers and what is actually delivered, through a disciplined, metrics-driven process to optimize product development portfolios, improve resource allocation efficiency, speed time to market, and reduce non-productive R&D expense.
  
  
• Brand Rationalization & Integration: Mergers, acquisitions, and divestments require a myriad decisions concerning how new and existing brands should be positioned or repositioned to establish relevance with key constituencies; extended to maximize investment and growth; or consolidated to achieve greater efficiencies.  TCG can help you define what your brands should stand for over time, as well as help get you there with the tools, frameworks, and training to make product and brand M&A initiatives operate effectively.