Alixpartners
Project: Brand narrative development
Client: AlixPartners
Role: Brand writer
AlixPartners is a consulting firm with an industry-leading reputation for helping businesses in crisis. However, while they were happy to continue working with clients at such points, they felt that that positioning didn’t adequately reflect their capabilities – so they wanted to make it clear to prospective clients that with a team of the most talented consultants in the world, they are as much in the business of change management as disaster mitigation. They knew they wanted to focus on their long-running strapline “When it really matters” – but shift the emphasis from catastrophe to opportunity.
I worked with stakeholders to develop a new brand narrative with this in mind, clarifying that broader mission and approach – interviewing senior partners across the globe to get a wide-ranging and first-hand overview of the brand. The narrative took the form of a series of expressions they could use across multiple platforms – from a single-sentence elevator pitch to a longer narrative that could be used on their website, in presentations, brochures, etc. I also took their existing brand values and redefined them in light of the revised positioning, and evolved the strapline to illustrate the many ways in which AlixPartners can add value.