CLEAR
DEFENDABLE
TERRITORY

WHAT
IS IT?

Clear defendable territory helps you extract the maximum value from your market. It's where your brand stands for something relevant and motivating to your customers, and translates into long-term value for your business.

WHY YOU SHOULD FIND YOURS

More competitive, less certain, constantly redefined by new technology – the world today is a fundamentally different place for businesses to operate in.
To succeed takes absolute clarity about what you offer…

WHY DOES YOUR BUSINESS EXIST?

WHAT MAKES IT BETTER THAN THE REST?

WHY SHOULD PEOPLE CARE?

HOW DO YOU STAY RELEVANT LONG-TERM?

Answer these questions well and your brand will find a coveted place it can own. You’ll also be equipped to fend off any competitive threats that come your way…

HOW WE HELP YOU GET THERE

HELPING BUSINESSES FIND THEIR CLEAR, DEFENDABLE TERRITORY IS WHY WE STARTED THE CLEARING.
AND ONCE YOU’RE THERE WE’LL ALSO ENSURE THE NEW PLACE YOU OWN IS PERFECTLY UNDERSTOOD – BY STAFF, INVESTORS, AND CUSTOMERS ALIKE.

The process we use to find the right place for your business draws on both Conviction and Connection. We create a brand position and promise that your business and staff can deliver with Conviction. We also ensure that promise can be turned into brand communications that make a real Connection with customers.

Thanks to the ongoing relationships we have with many businesses, we’ve completed all manner of brand-related tasks. From developing brand propositions through to creating social media content

  • CUSTOMER AND BUSINESS INSIGHT
    The qualitative and quantitative research we carry out represents the rigour behind the unique and valuable new territories we seek-out for businesses. As well as unearthing fresh consumer insights, we also set the long-term market context, map your competitors and evaluate capabilities.
  • Brand Positioning
    Identifying, validating and stress-testing your Clear Defendable Territory brand positioning is the strategic compass we use to lead every project. It’s where our consultants set the direction for the future of your brand.
  • Brand Identity
    With your place in the world agreed, we create the visual and verbal blueprint that will anchor your brand to its winning position for years to come. It’s how we articulate your intent and attitude and establish a genuine emotional connection with your customers and staff.
  • Brand Architecture
    We ensure you’re making the biggest impact you can in the market, while keeping your brand and product portfolio as simple and unified as possible.
  • Brand Experience
    People judge brands by the experiences they have with them. That means every successful brand needs to identify and relentlessly deliver key moments that express everything the brand promises. We work with businesses to identify these ‘signature’ points along different customer journeys and ensure they’re correctly implemented.
  • Tone of Voice
    From annual reports to award-winning ad campaigns, our team of in house writers ensure you’re always on message. The writing services we offer include TOV workshops for internal staff and customers service teams, long and short copy communications, and personality-packed tone of voice guidelines. We’ve written all of the above – plus all manner of writing tasks in between – for some of the UK’s best-known brands.
  • Naming
    From redefining the way you talk about a complex set of inter-related products to coining the killer name that acts as the perfect vessel to launch your new business, our team of writers have been naming brands big and small for over 30 years.
The qualitative and quantitative research we carry out represents the rigour behind the unique and valuable new territories we seek-out for businesses. As well as unearthing fresh consumer insights, we also set the long-term market context, map your competitors and evaluate capabilities.
Identifying, validating and stress-testing your Clear Defendable Territory brand positioning is the strategic compass we use to lead every project. It’s where our consultants set the direction for the future of your brand.
With your place in the world agreed, we create the visual and verbal blueprint that will anchor your brand to its winning position for years to come. It’s how we articulate your intent and attitude and establish a genuine emotional connection with your customers and staff.
We ensure you’re making the biggest impact you can in the market, while keeping your brand and product portfolio as simple and unified as possible.
People judge brands by the experiences they have with them. That means every successful brand needs to identify and relentlessly deliver key moments that express everything the brand promises. We work with businesses to identify these ‘signature’ points along different customer journeys and ensure they’re correctly implemented.
From annual reports to award-winning ad campaigns, our team of in house writers ensure you’re always on message. The writing services we offer include TOV workshops for internal staff and customers service teams, long and short copy communications, and personality-packed tone of voice guidelines. We’ve written all of the above – plus all manner of writing tasks in between – for some of the UK’s best-known brands.
From redefining the way you talk about a complex set of inter-related products to coining the killer name that acts as the perfect vessel to launch your new business, our team of writers have been naming brands big and small for over 30 years.

FIND OUT HOW WE’VE SUCCESSFULLY USED OUR APPROACH TO HELP OTHER BRANDS

FITNESS FIRST

Redefining a tired category and returning the business to profit, we rebuilt Fitness First into a radical, technology-rich brand to motivate people to get more from life.

McLaren

We defined McLaren’s ‘winning’ DNA. Unifying the group, it’s driving McLaren’s ambition to be a global, game-changing technology group.

EUROSTAR

Eurostar’s opportunity is to grow passenger numbers now before competition arrives. Refocusing each element of the brand into a commercial asset, we’re helping them on that journey.

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