Strategic Thinking
Strategy in Action
Each case shows how behavioural science, evolutionary psychology and evidence-based marketing can uncover opportunities that competitors miss.
Behaviour Change Strategy
Turning safe driving into an automatic habit
Road-safety campaigns often assume people make conscious, rational decisions behind the wheel. The evidence suggests otherwise.
We developed the strategic platform for a campaign encouraging Tasmanian drivers to drive to the conditions — adapting their behaviour to the weather, traffic and road environment, rather than simply observing the posted speed limit.
Read about Road Safety Tasmania →Brand Strategy
Repositioning an iconic automotive brand for a new generation
Heritage brands often assume their history is enough. It isn't. Every generation has to rediscover why a brand matters.
We were asked to develop the strategic platform for the Australian launch of a new compact performance SUV from one of Europe's most storied automotive marques. The challenge was to attract younger buyers without alienating the loyal enthusiasts who had sustained the brand for decades.
Read about Alfa Romeo Junior →Brand Strategy
Finding a psychological space in a crowded tequila market
Premium spirits categories are remarkably predictable. Almost every brand competes on the same handful of ideas: exclusivity, craftsmanship, status and aspiration.
Our task was to develop the strategic thinking behind a major summer campaign for a rapidly growing premium tequila brand. Rather than asking what competitors were saying, we asked a different question: what fundamental human motive were they all competing for?
Read about Teremana Tequila →Challenger Brand Strategy
Helping a challenger brand compete against industry giants
Sometimes the problem isn't the product. It's the market structure.
We were asked to rethink the strategy for a financial services brand operating in a category dominated by a handful of enormous incumbents. With low public engagement, limited awareness and competitors that outspent them many times over, simply making more advertising wasn't going to change the outcome.
Read about Equip Super →