Strategy for the moments
that matter. 

Brand strategy
& positioning

Clarify your edge- and lead with it. 

You know your business is different.
But does your brand actually show it?

Too often, the story gets muddled.
The pitch feels generic.
The team’s saying different things.

We help leadership teams cut through the noise - defining what makes your brand distinct, and building strategy, positioning, and messaging that connects with customers, investors, and internal teams alike.

This isn’t theory. It’s the work that drives marketing, aligns people, and positions your brand where it deserves to be.

What you cctually get (and use):
A brand positioning strategy that defines your space, and defends it.
Messaging frameworks that flex across audiences and channels.
A strategic foundation that connects brand, marketing, and people.

What we bring to the table:
Brand audits
Positioning frameworks
Strategic storytelling
Brand architecture
Messaging that actually gets used

Clarity consulting
for leaders

A strategic sounding board, when you need one.

Growth. M&A. Repositioning.
Pressure from the boardroom, the market, or the mirror.

When things move fast and the pressure’s real, you don’t need another bloated deck.
You need someone sharp. Someone who can cut through the noise, challenge your thinking, and help you move with confidence.

We work one-on-one with CEOs, founders, and senior leaders to pressure-test strategy, refine the story, and bring clarity fast.

Call it a second brain.
Call it a strategic gut check.
Whatever the brief - we’re here when the stakes are real.

 
What you actually get (and use):
Honest, high-impact sessions—no fluff, just straight strategy.
Clear, fast feedback on positioning, story, or direction.
The clarity to lead with conviction—especially when the pressure’s on.

 
How we work:
One-on-one strategy sessions
Brand clarity sprints
Narrative and messaging refinement
Executive alignment & decision support

PE & acquisition
brand advisory

Turn brand into a growth lever - and a multiplier
at exit.

In private equity, brand is often overlooked—until it starts costing value.

We work with fund managers and business leaders pre- and post-acquisition to unlock brand as a strategic asset: a tool for growth, alignment, and stronger multiples.

Whether it’s a fast-turn assessment, a founder-led story clean-up, or a full repositioning—we help sharpen the narrative, align teams, and elevate how the business shows up.
So the brand doesn’t just follow the business.
It drives it.

 
What you actually get (and use):
A brand that’s investor-ready and market-fit.
Clear, confident positioning built to scale.
A founder or leadership narrative that drives growth—and value at exit.

 
What we deliver:
Pre-purchase brand assessments
Post-acquisition repositioning
Founder & exec narrative development
Go-to-market clarity and comms strategy

Agency & creative partnerships

Plug-in strategy. No overhead. Just firepower.

You’ve got the creative talent. The vision. The pitch.

But when the brief’s still fuzzy, or the thinking isn’t landing -sometimes what you need is strategic firepower that slots in fast, gets to the point, and levels up the work.

We collaborate with creative agencies and internal teams to bring sharp, senior-level brand thinking into the mix - across live projects, pitches, or pressure-cooker timelines.

No ego. No overcooked decks. Just strategy that makes the creative stronger - and gets the work over the line.

 
What you actually get (and use):
Sharper direction, tighter briefs, and better client alignment.
Clearer positioning and messaging that unlock the concept.
Strategic insight that elevates the creative, and wins
the work.

 
How we plug in:
Creative brief refinement
Brand and tone of voice strategy
Co-creation and concept validation workshops
Long and short-term strategic support

The Steelworks
3/13 Coles Avenue, Mt. Eden
Auckland 1024, New Zealand
+64 9 35 85 692
colin@friction.co.nz
Linkedin

Based in Auckland New Zealand, I work with brands throughout Australasia, The Pacific and Asia.

It all starts with a conversation. © Friction 2025