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The Strategic
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Think before reacting.
Structure before activating.
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We believe lasting brands are built on a concise read of an organization’s realities, its values, constraints, and challenges. Our strategic approach focuses on clarifying priorities, aligning intent, and structuring decision-making. By analyzing before executing, we help organizations move from complexity to meaningful direction.
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Audit and
Analysis
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A comprehensive and objective review of the brand makes it possible to assess positioning and perception. Audiences, journeys, touchpoints, and existing performance are analyzed, while situating the organization within its competitive and sector environment. We identify gaps, opportunities, and key findings to inform strategic decision-making.
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- Positioning and perception
- Audiences, segments, and targets
- Journeys and touchpoints
- Competitive and sector landscape
- Channels and performances
- Strategic assessment and key findings
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Brand Platform
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The essence of the brand is articulated to establish a clear and shared direction. Defining the mission, vision, values, promise, and personality lays the foundation for consistent expression. The brand narrative and key messages are then translated into internal alignment tools and levers of impact with priority audiences.
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- Mission, vision, and values
- Brand promise
- Personality and tone
- Key messages and narrative pillars
- Brand storytelling
- Brand expression framework
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Brand Architecture
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The organization of brands, offerings, and sub-brands is designed to strengthen clarity and consistency across the portfolio. Clarifying roles, hierarchy, and relationships between entities helps prevent dilution and confusion. Brand architecture becomes a structuring framework that supports growth, portfolio evolution, and executive decision-making.
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- Brands and sub-brands
- Roles and hierarchy of offerings
- Designation of brands and offerings
- Ecosystem consistency
- Portfolio evolution
- Brand governance
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Commercial Activation
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Brand strategy is also translated into concrete drivers of commercial performance. By structuring customer journeys, offers, and value propositions, we help organizations improve conversion and better prioritize their efforts. Tools, opportunity-generation mechanisms, and performance indicators enable the measurement and ongoing management of commercial effectiveness.
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- Growth and conversion
- Sales journeys
- Offers and value propositions
- Tools for sales teams
- Opportunity generation and qualification
- Performance indicators and dashboards
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Marketing and
Communication Plans
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Integrated plans align business objectives within a clear and actionable strategic vision. The deRabane team structures channel choices, content strategies, and campaigns in a realistic and disciplined manner. We then support organizations in optimizing resources, budgets, and timelines to maximize impact and ensure rigorous performance tracking.
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- Business and communication objectives
- Channels and content
- Actions and campaigns
- Budgets and resources
- Timelines and roadmaps
- Performance indicators
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Recommendations
and Scenarios
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Recommendations help structure decision-making around clear, prioritized, and actionable choices. Strategic scenarios outline the impacts, required effort, and constraints associated with each option. We then support organizations in making informed trade-offs and adjusting their strategy, allowing them to manage change with clarity and agility.
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- Strategic scenarios
- Prioritized recommendations
- Decision trade-offs
- Impacts and effort
- Organizational evolution
- Strategic governance framework
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Our Fibre in Action
Discover how our strategic fibre comes to life alongside our clients, through concrete projects and partnerships that have made a lasting impact.
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Our strategic fibre takes shape across a wide range of initiatives. Discover what it makes possible.
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The deRabane Advantage
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Down-to-Earth Strategy
An approach firmly rooted in organizational realities, considering operational constraints, challenges, and execution capacity.
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A Clear and Agile Structure
Robust, proven strategic frameworks applied with flexibility to adapt to each organization’s context, maturity, and pace.
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Multisector Expertise
An experienced team that applies best practices and brings a well-informed strategic perspective across a wide range of contexts.
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FAQ
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- What makes a brand strategy effective?
A brand strategy is effective when it provides a clear direction for the organization. It defines what the brand stands for, who it speaks to, and how it differentiates itself. Above all, it serves as a decision-making guide, across marketing, communications, product and service development, and commercialization. A strong strategy must be simple to understand, shared internally, and applicable over time.
- Why is strategy essential for a brand or an organization?
Strategy helps organizations prioritize, make informed choices, and align teams around a shared vision. It prevents disconnected initiatives and provides direction for long-term decision-making. When guided by a defined strategy, investments become more focused, more effective, and deliver stronger results.
- How do you develop an effective brand platform?
We clarify the elements of the brand platform by working closely with teams through workshops, interviews, and structured discussions. These exercises help to precisely determine what the organization does, what sets it apart, and how it aims to be perceived. The agency’s role is to ask the right questions, make informed choices, and synthesize the work into a coherent brand platform that is easy to use on a day-to-day basis.
- How can a communication strategy be aligned with business objectives?
Alignment starts with clear business objectives. From there, the communication strategy must support those objectives rather than operate in parallel. This involves selecting the right messages, channels, and priorities. When properly aligned, communication directly supports growth, awareness, conversion, and retention.
- What is the difference between brand positioning, brand image, and brand identity?
Positioning refers to the place a brand seeks to occupy in the minds of its audiences. Identity is what the brand chooses to express, both visually and verbally. Image is how the brand is perceived by those audiences. Strategy aims to align these three elements to reduce gaps and strengthen overall consistency.
- How do you build a marketing and communications plan aligned with business objectives?
A strong plan starts with business objectives and translates them into concrete marketing and communication actions. It defines target audiences, messages, channels, priorities, and performance indicators. Effectiveness comes from doing the right things at the right time, with realistic and measurable resources.