Brand Strategy & Positioning

At TwoScoops, brand strategy starts with one idea: distinctive brands get remembered, and remembered brands cost less to grow. We build for people to think of a brand first, recognise it instantly and choose it without much thought. Just like a good ice cream.

Before TwoScoops I worked on brand from the inside. At The New Zealand Merino Company I supported brand partners including Allbirds, Icebreaker, Smartwool, Ikea and Hugo Boss with their messaging, and looked after the brandmarks beneath the company. At glerups New Zealand, a joint venture with a Danish partner, we built a national digital strategy that took it from start-up to standalone business, with 100% growth in year one and more than 50% in year two.

At Bivouac Outdoor I led the relaunch of two acquired online stores, each needing its own place in the market. At ChristchurchNZ the brand was a city.

Positioning is mostly about what you choose not to say. The brands that win usually decided early who they weren't for.