Repositioning a Digital Marketing Agency
BRAND STRATEGY | BRAND REPOSITIONING | BRAND VALUES DEVELOPMENT | BRAND COMMS. FRAMEWORK
Client:
The Approach
We structured the project around four phases designed to gather authentic inputs before developing strategy.
First, we conducted a brand workshop with employees to define the agency's mission to understand how staff perceived Madwise's personality and differentiation.
Second, we analyzed external perception by examining client feedback from NPS surveys, testimonials, and statements to identify patterns in how clients viewed the agency.
Third, we synthesized both perspectives to develop core brand elements—mission, values, and positioning—then validated these in a workshop with leadership to ensure they supported all three of the agency's core activities.
Finally, we translated the validated foundations into practical brand tools: a positioning tagline, a brand checklist, and a communication framework.
The process deliberately moved from gathering raw inputs to strategic synthesis, ensuring the brand strategy emerged from reality rather than being imposed from outside.
The Project Goal
Madwise had recently implemented significant strategic organizational changes, and leadership recognized that their brand no longer reflected who the agency had become.
They needed more than a fresh coat of paint—they needed communication anchors that would differentiate them from competitors, convince potential clients, and reaffirm value for existing ones.
The fundamental questions were: How do clients actually see Madwise? What distinguishes them from other agencies? What's their core mission? Why should clients choose them and stay loyal? And critically, how could a brand strategy support both individual departments and the agency as a whole?
We needed to define a brand identity that incorporated both internal and external perspectives, ensuring the strategy was rooted in reality rather than aspiration alone.
The Outcome
We positioned Madwise as a "full-service advisory agency"—a strategic sweet spot in a market where most competitors skew toward either pure execution or pure consulting, but rarely combine both with equal strength.
The positioning tagline "Poskrbimo za digital" works on multiple levels: it communicates their core value of working with care and dedication, signals responsibility and commitment, defines their scope of work, and sounds conversational and human rather than corporate.
We developed four brand values that function as decision-making criteria: working with care and dedication, focusing on measurable results, maintaining transparency and proactive communication, and staying curious in planning while flexible in execution. Each value explicitly defines what the agency rejects, not just what it embraces, giving the team clear boundaries.
The mission statement—"Together with clients, we unlock the full potential of people, teams, and projects through curiosity, dedication, and expertise"—became the lens through which Madwise could evaluate every activity at every touchpoint.
The real test of brand strategy isn't the presentation deck; it's whether teams actually use these values as criteria for daily decisions, whether the communication framework informs real messaging, and whether the positioning genuinely differentiates in the market.
By building the strategy from authentic internal and external perception rather than wishful thinking, we gave Madwise tools they could actually live by.