Alison Wood Studio

Companies excel at creating business models and brand strategies (whether hyper-focused, good/bad) whether blue or red ocean, around economic value and consumer need. Their high growth grow and scale of building a brand often revolves around brand strength equating to social media following and adopters wearing a logo-branded clothing items. And then you have the economies, focused on monetization, efficiency, and productivity growth. There’s a disconnect in who, what they want to stand for, their ethos, their brand equity and what they are producing. To address this disconnect, I launched a practice that creates symbolic and business value for brands in the aspirational, eco/sustainable economy. It addresses questions like, “what is good for my brand long-term?”, “how is this business decision going to impact our culture?” or “what are our main objectives of our growth?” We work with brands to shift their brand narrative and competitive strategy, create and distribute new brand symbols, and to ensure that a brand’s products and services create both monetary and social value. Our practice is rooted in five brand strategy models and their underlying business architectures. These models chart different growth trajectories and define how brands create product portfolios, expand into new categories, saturate their market, and protect their pricing power. Through proprietary methodology that combines a deep dive in a company, business and brand modeling, and holistic brand management, we collaborate with brandand/or extend their success- Build their own brand identity versus imitating competitors' marketing - Build an authentic, engaging community - Prioritize their products and services - Adopt value vs volume approach - Define and protect their pricing - Focus their audience segmentation and brand communication - Make their brand part of the balance sheet