CASE STUDY · MMC (MONTIJO MOUTON CONSULTING)
From boutique advisory to the institutional-grade choice
Brand strategy, positioning, naming, creative direction and go-to-market strategy for a leadership advisory serving private equity investors, boards and executives.
The challenge
MMC's insight was exceptional, but it lived in its senior leaders' heads. Its buyers award work through competitive RFPs, and they buy systems, not individuals. Up against much larger global firms, the brand wasn't showing the rigour behind the work.
What I did
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Brand assessment: client research; audits of the visual identity, messaging, website and social presence; a competitive review; and buyer personas with journey mapping.
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Positioning: I repositioned MMC from a relationship-led boutique to a leadership systems partner for value creation, with messaging tailored to each audience.
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Naming: I named and packaged MMC's services as the InsightEdge™ platform. MMC went on to trademark the name.
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Creative direction: I briefed and guided the identity work, so the design team created a mark that conveys calm, institutional authority. I then used the strategy and identity to brief the website build, so the new site is organised around each audience, with proof on every page.
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Go-to-market strategy: I built a full go-to-market strategy and a step-by-step playbook for MMC to carry out: the audiences to target, the channels and messages for each, a thought-leadership plan and a phased rollout.
THE RESULT
Competitive RFP wins and a ~26X client-reported ROI
After launch, MMC won new-client contracts through highly competitive RFPs, kept a steady flow of work from existing clients, and reported a return of roughly 26 times its investment in the brand work. MMC has since asked me to help put the go-to-market playbook into action on an ongoing retainer.
“I don't think we would have won these highly competitive RFPs if we had not done the hard thinking and work with you regarding our brand, strategy, and differentiators. A ~26X ROI is just astonishing. And, it's just the beginning.”
— Dr. Angela Mouton, Managing Partner, MMC (Montijo Mouton Consulting)