Value Proposition & Brand Strategy
Define your proposition, understand your market and plan for growth.
Research, positioning, brand and launch strategy for the experience economy. Build a clear value proposition and a compelling investment story.
Research, value proposition, positioning, brand, investment narrative and launch strategy.
Start with the proposition
Be clear about what makes your concept valuable.
We research your audience, market and competition to define what makes your concept valuable and why people should choose it.
Your value proposition guides decisions about your product, brand and launch. It also gives investors a clear account of your audience and commercial opportunity.
Your project
What are you developing?
We work with founders, operators, developers, technology businesses and IP owners across the experience economy.
Immersive experiences
Give audiences a compelling reason to enter your world. We define the audience, occasion and value proposition, then shape an experience whose story, participation and quality fulfil the promise of its marketing.
Themed attractions
Build a distinctive attraction around a clear understanding of its visitors. We establish what makes the concept desirable and memorable, giving the story, activities and environment a purposeful creative direction.
Competitive socialising
Define the night out your customers want. We develop propositions around the people, occasions and social dynamics that should shape the games, atmosphere, hospitality and service.
Family entertainment centres
Create an experience children want to revisit and adults feel good about choosing. We develop propositions around different ages, family occasions and practical needs, with clear priorities for play, comfort, service and value.
Golf and driving range concepts
Define the experience for the players you want to attract. We establish the right proposition for committed golfers, newcomers or social groups, giving the technology, games, setting and hospitality a clear role.
Entertainment technology and IP
Establish the value of your technology or IP for a specific audience. We identify its strongest applications and develop a proposition that customers, operators and partners can readily understand.
What we develop
A commercial plan that creative teams can deliver.
Audience and market research
Research the customer, competitive alternatives and market context to inform the proposition.
Value proposition and positioning
Define who the concept is for, the value it offers and why it deserves to be chosen.
Brand and experience direction
Translate the proposition into positioning, messaging, identity and a clear brief for the customer experience.
Investment narrative
Build a compelling investment narrative around the value proposition, audience evidence and commercial opportunity. Work with the project's financial and fundraising specialists where required.
Go-to-market and sales strategy
Plan launch stages, audience acquisition, fan campaigns, corporate offers, partnerships and booking conversion.
Customer lifecycle
Map discovery, purchase, participation, CRM, repeat visits and advocacy so the launch supports a sustainable business.
Our approach
From uncertainty to a route to market.
- 1
Interrogate the opportunity
Understand the concept, technology or IP, the commercial ambition and what has already been tested.
- 2
Define the value proposition
Establish the priority audiences, competitive position and value the concept offers.
- 3
Build the brand and business story
Create the proposition, narrative, creative direction and briefs for investment and development.
- 4
Plan the launch
Define channels, sales products, partnerships, booking pathways and the pre-launch-to-opening plan.
- 5
Deliver what matters
Bring in our branding, campaign, digital and experience-design capabilities, or collaborate with the client's existing teams.
Proof from real projects
From concept development to live audiences.
Humbug demonstrates our work on a ticketed experience: positioning, brand and campaigns developed to sell a distinctive live Christmas production.
Fortune Favours is an example of upstream proposition and brand development for a proposed multi-location entertainment concept. It did not launch, so we present it as concept work rather than evidence of ticket sales or commercial performance.
Pop Playrooms and Mighty Adventures demonstrate how a defined proposition can guide a physical customer experience. Different stages of work call for different evidence.
See HumbugWhen to bring us in
Bring us in while decisions are still being made.
- You have a new experience, technology or attraction but need a clearer value proposition.
- An architect is designing around a brief that has no proposition.
- You need research and a clear proposition to strengthen your investment story.
- You have licensed IP but need the live commercial experience.
- You are preparing to announce, pre-sell or launch an attraction.
- You need separate fan, family, group and corporate sales propositions.
- You want strategic development before commissioning branding, marketing or fit-out.
Questions we hear
Useful answers before we talk.
Can you help before we have funding?
Yes. We can develop a clear commercial proposition, customer case and investment narrative so the concept is better prepared for investor conversations. We do not guarantee funding or act as a financial adviser.
Is this the same as venue concept development?
Venue Concept Development focuses on the proposition and creative brief for a physical venue, upstream of architecture and fit-out. Value Proposition & Brand Strategy focuses on audience research, positioning, brand development, the investment story and launch strategy.
Can you work with our architect or technical team?
Yes. We can provide the commercial and brand brief they need, or work alongside them while the experience and operating model develop.
What if we already have a brand?
We start with what exists. The engagement might focus on audience products, commercial positioning, distribution and go-to-market rather than identity design.
Do you deliver the launch as well?
We can deliver branding, campaigns, content, digital and customer journeys, or guide the strategy while working with your existing teams.
Can we engage you for the initial strategy only?
Yes. A defined proposition and go-to-market engagement can stand alone, with delivery commissioned separately if needed.
Talk to us
What are you developing?
Tell us about the experience, attraction, technology or concept. We can help define the value proposition, strengthen the investment story and plan the brand and launch.