Acasus - Brand positioning
Challenge: Acasus is a management consultancy dedicated to helping governments implement transformational reforms in health and education. Launched in 2013, Acasus developed a strong reputation supporting governments across Asia, Africa, and South America. But it hadn't yet developed its brand positioning. Establishing its point of difference from others was becoming increasingly necessary as it grew its client base and sought to attract top talent. They needed a differentiating position, to launch their brand.
Method
I led the strategy team through a four-stage process - Define, Discover, Distil, Develop - to understand Acasus' ambition, its strengths and weaknesses, the competitive landscape, its clients and its people. Using interviews, focus groups, workshops and secondary research, we unearthed powerful insights about the organisation and its role in the world. I crystallised these insights into a foundation for a brand position, which inspired everything from the brand's visual and verbal identity, to the way they attract new clients and recruits.
Key Insight
Experts are failing to change the world fast enough for citizens. Because...
Expertise alone can't change the world, it takes courage.
Something that Acasus has in abundance, when compared to others. The breakthrough change they deliver doesn't happen because of their impressive expertise, it happens because they commit acts of bravery. Going where their competitors won't, staying the course, telling decision makers difficult truths and thinking more like 'innovators' than 'academics'.
Strategy
Show decision-makers that breakthrough change starts with an act of bravery.
Attract and work with new clients that are brave enough to work with a new player, with bolder goals.
Execution
I developed a brand positioning for Acasus. Which included an inspiring manifesto, narrative guidance, brand framework, personality, and brand behaviours.
We worked with Re (M&C Saatchi's design agency) to bring it to life visually. Producing a beautiful brand guide and revamping their web and social presence, among other deliverables.
