Latest Book - The Indispensable Brand

Make Your Brand a Competitive Advantage

Create a differentiated and enduring brand with help from our strategic consultancy.

WHAT WE DO

Work with experienced professionals to build an insights-driven brand strategy that helps your company grow.

We uncover what resonates with consumers in your industry and create a customized strategy. With only highly experienced consultants doing the work, you can trust us to be more efficient and effective.

Explore Services

Brand Positioning

Shape how customers, prospects, and other stakeholders view your brands to drive enduring growth.

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Brand Architecture

Optimize the number, role, range, and relationships of brands in your portfolio for strategic opportunities.

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Brand Extension & Growth

Uncover and understand where your current brands match market opportunities and create a roadmap for growth.

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Digital & Brand Experience

Use cutting-edge strategies and tactics to build and nurture meaningful relationships with customers online.

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Naming & Messaging

Create memorable brand names and compelling messages that inform consumers how you’re different.

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Research & Insights

Get outside-in, voice of customer insights to inform your business and brand strategy.

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Case Studies

Deciphering the Role of “The Trusted Advisor”

Deciphering the Role of “The Trusted Advisor”

Defining a Market Map to Clarify Brand Architecture

Defining a Market Map to Clarify Brand Architecture

Redefining Brand Architecture to Align with Business Strategy

Redefining Brand Architecture to Align with Business Strategy

New vs. Existing Brand: Identifying the Ideal Solution

New vs. Existing Brand: Identifying the Ideal Solution

Positioning a Brand through Attitudinal Segmentation

Positioning a Brand through Attitudinal Segmentation

Formulating the Brand Strategy for a Product Launch

Formulating the Brand Strategy for a Product Launch

Featured Clients

best-buy-logo
universal-logo
caterpillar
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hyatt
Client Logo_Scotts Miracle Gro
Client Logo_Hospira
aon-corporation-logo
NBC-universal-logo
kellogg-logo
Client Logo_American Family Insurance
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grainger_logo
Client Logo_Alcon
campbells-logo
Client Logo_BlueCross Blue Shield
Client Logo_Deloitte
cars-com-logo
cox
general-electric-logo
eversana
advocate-health-care
college-of-american
the-home-depot
republic-partners
nova-chemicalssvg
invistra
celular
exonmobil
manpower
jll
wrigley
tnaa
gypsy-nurse-logo
floor-coverings-international
lexis-nexis
Abbott

Discover Your Brand's Differentiator

Watch Mitch Duckler’s 2021 TEDx presentation based on his Amazon bestselling book, The Indispensable Brand

Latest Book
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The
Indispensable
Brand

A strategic roadmap for more effective brand differentiation, helping marketers transform their brands from indistinguishable to indispensable.

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by Mitch Duckler

Founder, Managing, and Partner of FullSurge

More Resources
Ever Wonder Why Most Brand Extensions Fail
Why Most Brand Extensions Fail

Learn the 7 Main Pitfalls of Brand Extension and How to Avoid Them

THE MAKING OF AN INDISPENSABLE BRAND WITH MITCH DUCKLER
The Making of an Indispensable Brand with Mitch Duckler

Marketing Strategy Sessions

BOLD BRAND STRATEGY
Bold Brand Strategy
with Mitch Duckler from FullSurge

The Marketing Strategy Show Podcast

Chapter 4: Brand Positioning
Chapter 4: Brand Positioning

The Critical Cornerstone of Brand Strategy

View All Resources

How we’re different

People

Experienced, senior-level partners who not only sell projects, but do the work

  • Team of experts, each with 25+ year track record
  • Client-side and consulting experience
  • Deep knowledge across myriad industries

Projects

Highly customized, cut-to-the-chase approaches and methods

  • Individually scoped to your needs
  • “Right-sized”; never over-engineered
  • Actionable and pragmatic deliverables

Protocol

Processes that adapt to your reality, rather than imposing our own

  • Seamlessly integrated with your team
  • Flexibly working at your pace
  • Respectfully challenging conventional wisdom