Strategic Brand Clarity
for Ambitious Businesses

Friction helps ambitious businesses turn tension into traction — sharpening their story, positioning and strategy so they can grow, realign and lead with confidence.

We work with CEOs, founders, PE firms and creative agencies when the stakes are high and the path forward isn’t obvious. Scaling up, shifting direction, losing momentum, or trying to cut through the fog — this is where clarity matters most.

Our purpose is simple:
Turn complexity into clarity. Turn clarity into momentum.

No off-the-shelf frameworks. No bloated decks.
Just fearless thinking, precise positioning and strategy that actually gets used.

We don’t just build brands. We make them matter.

About us

Progress isn’t effortless.
It’s built on friction.

And where there’s friction, there’s opportunity.

Let's connect

The Problem:

Great brands don’t fail because they’re broken.

They fail because they’re buried.

Buried under complexity.
Buried under internal noise.
Buried under vague positioning.
Buried under inconsistent messaging.

And when that happens,
no amount of marketing can fix it.

The Role of Friction:

Friction exists to fix that.

We work with leaders who are growing fast, shifting gears, or finally admitting their brand story
isn’t landing.
We bring clarity when it’s needed most.

Strategy that bites.
Messaging that sticks.
Alignment that turns teams into believers and brands into momentum.

What You Can Expect:

We’re not here to impress you with slides.
We’re here to cut through, sharpen the edge, and make your brand work as hard as your business does. That’s how we turn friction into forward movement.