Brand science · Your strategic partner
Brand is the sum of the business.
An unconventional approach to strategy.
You need the strategy. We build it with you.
For 19 years we have built brand strategy, value chains and go-to-market plans that move what matters: revenue, loyalty and the confidence of the people who fund and run the business.
years building strategy from the business outward
organizations advised
continents, with partners in New York, London and Paris
sectors, from sovereign institutions to category creators
What we deliver
One integrated strategy. Clear outputs for leadership.
Business thinking
Vision, mission, objectives and growth logic
Brand strategy
Positioning, architecture and value proposition
Value chain
The operations that keep the brand promise
Go-to-market
Marketing mix, pricing, channels and activation
Stakeholder management
Alignment with those who fund and run the business
We build the strategy. The organization executes it.
Our methodology: the OneWord Model. From business idea to profitable loyalty. Tap to enlarge.
Evidence
Strategies that moved the business
Code Red
Brand, marketing and go-to-market strategy. Market leadership within five years.
Saudi Stock Exchange (Tadawul)
Global positioning and benchmarking, with oversight of execution.
Tamimi Markets
Brand aligned with loyalty and commercial performance, on a strategic retainer.
1SIXTH
A full brand strategy, adopted by the board.
Saudi Cargo
Positioning and go-to-market that strengthened market leadership.
Ralph Lauren
Brand hierarchy and equity extensions across the portfolio.
Published thinking
The frameworks behind the work
OneWord
How capability becomes loyalty, and loyalty becomes profit.
The Power of Belonging
How loyalty becomes economic performance.
Create Your Space
Own a category instead of fighting for share.
Brand Clarity
From complexity to clarity, in more than 20 cases.
WHO R U?
Know who you are. Build your value. Own your career.
Founder
Said A. Baaghil
The Brand Scientist, creator of the OneWord Model
With partners in New York, London and Paris.
“I recommend Said to any organization that wishes to create unconventional brands.”