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Strategy for the moments
that matter. 
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Brand strategy
& positioning

Clarify your edge- and lead with it. 

You know your business is different. But does your brand show it?
We help leadership teams uncover what makes their brand distinct and translate that into focused strategy, positioning, and messaging that connects with customers, investors, and internal teams.

This is the work that aligns people, drives marketing, and anchors your business in the market.

You’ll walk away with:

  • A positioning strategy that differentiates and defines
  • Messaging frameworks that inform every channel
  • A clear strategic foundation to align brand, marketing,
    and teams

Brand audits
Positioning frameworks
Strategic storytelling
Brand architecture

Clarity consulting
for leaders

A strategic sounding board, when you need one.

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

When the stakes are high and the noise is loud, leaders don’t need another deck; they need a trusted voice to cut through and help make the right call.

We work one-on-one with CEOs, founders, and senior marketers as a strategic partner and second brain, pressure testing thinking, refining the narrative, and bringing clarity fast.

You’ll get:

  • Unbiased, high-impact sessions when you need them
  • Fast, clear feedback on strategy, story, or market approach
  • The confidence to lead with clarity under pressure


One-on-one strategy sessions
Brand clarity sprints
Message & narrative refinement
Executive alignment
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PE & acquisition
brand advisory

Turn brand into a growth and exit multiplier.

In the world of private equity, brand is often the most undervalued asset and the fastest lever for growth.

We partner with fund managers and business leaders pre- and post-acquisition to unlock brand value where it matters most. From fast-turn assessments to full repositioning, we help sharpen strategy, align teams, and elevate market perception so the brand doesn’t just follow the business, it drives it.

You’ll walk away with:

  • A brand that’s investor-ready and market-fit
  • Clear, confident positioning built to scale
  • A compelling narrative that drives both growth and exit value

Pre-purchase brand assesments
Post-acquisition repositioning
Founder brand narrative development
Go-to-market strategy

Agency & creative partnerships

Plug-in strategy. No overhead. Just firepower.

We collaborate with creative agencies and internal teams to bring senior-level brand thinking into live projects, pitches, and high-pressure briefs. Whether you need strategic firepower for a new client, a fresh set of eyes on positioning, or clarity before creative starts, we slot in fast, and deliver with impact.

You’ll get:

  • Sharper campaign direction and tighter briefs
  • Clearer positioning and messaging that resonates
  • Strategic insight that elevates creative and wins work

Creative brief refinement
Brand & tone of voice strategy
Co-creation workshops
Long/short-term strategic support
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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