Brandgurus advises ambitious clients on their most complex positioning issues

Welcome to Brandgurus, the most outspoken consultancy in brand and business positioning. Since the establishment of Brandgurus in 2007, entrepreneur and positioning expert Julian Stevense – who is also executive lecturer in Strategic Positioning at Nyenrode Business University, and author of ‘De perfecte positionering’ (‘Perfect positioning’) – has helped dozens of clients to develop their positioning strategy and reach the preferred position they desire. Preference is the factor that leads to more people choosing your brand more often, and investing more in your brand or business, tripling value as a result.

This continual focus on the preferred position provides clients with solid results. Our outcomes include an IPO that raised more than three times the expected result, a new brand strategy that immediately won two Effies, and the transformation of a local mayonnaise brand into a national market leader.

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Download the Brandgurus credentials deck here ・

Merkadviesbureau in Amsterdam

Smarter, shrewder, swifter

Positioning strategy is an elite field. In the end, only one party can occupy the preferred position. That’s why at Brandgurus, we adhere to our own Olympic motto: smarter, shrewder, swifter.

 Smarter, because in developing the positioning strategy, we focus completely on the only position that matters: the preferred position. Shrewder, by gaining better insight into the problem standing in the way of achieving this position. Swifter, by developing propositions that provide a better, more sustainable solution to this problem. Our approach ensures clients will achieve their preferred position.

Simple solutions for complex problems

Nothing is more difficult than providing simple solutions, especially when it comes to extremely complex problems. However, Julian manages to do this every day by combining strategic insight with a pragmatic approach. Don’t expect extensive reports, complicated recommendations or complex models. Instead, Julian devises clear solutions that you can immediately apply yourself.

Merkadviesbureau in Amsterdam

“In order to move forward, you first have to understand what is holding you back.”

— Julian Stevense

Services:

  • We develop brand positioning using the Brandgurus 9P model, which links internal and external insights to the foundation for further development. Positioning, proposition and personality are the main outcomes, with a close focus on external obstacles and internal problems that obstruct the desired preferred position. If requested, the final brand manual can be augmented with a tone of voice and tone of visual appropriate to the brand, and a set of dos and don’ts for internal and external brand communications.

  • When it comes to developing business positioning, the first step is to define clear frameworks and objectives in advance. We also consider where and when this soft aspect of the business strategy should be connected to the hard, data-based aspect. At Brandgurus, we use our own MVP model that carefully combines mission, vision and purpose. We then determine the associated values and define the organisational culture. Finally, Brandgurus summarises the outcomes in what is termed a ‘strategy house’. The hard aspect can also be directly integrated into this.

  • Although Brandgurus has chosen not to include communications positioning among its range of services, Julian can support clients who request assistance in developing the media and means of communication arising from the strategy. This support ranges from drafting the briefing to selecting, briefing and guiding the development partners, or checking the final materials. In doing so, Julian can work both in the foreground and background, training and guiding the internal team throughout the process.

  • When it comes to repositioning or brand transformation, the organisation and its people are expected to do more than simply translate the change into their external communications. During the process, Julian advises the leadership team on the appropriate leadership style, the desired exemplary behaviour, and the associated communications. He also guides the necessary behavioural change within the remaining layers of the organisation and provides recommendations on any cultural transformation required.