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Our Toolkit 

Our diverse and well-rounded toolkit is equipped to tackle a variety of tasks and challenges. We pick and choose the best tools to meet any given challenge. In keeping with the spirit of Design Thinking, we add to the toolkit on a continuous basis, challenging, refining and perfecting our arsenal through iterative evolution. The toolkit grows continuously as we innovate and adapt to tackle new contextual realities. 


The big guns of our toolkit are two proprietary tools - Choreography and Page Turner. Scroll down to read more about these techniques and check out a few of the other techniques that occupy pride of place in our armory as of current date. Fair warning: if you visit our site a month down the line, you may very well find a few new approaches we've armed ourselves and our clients with.


Our response to fragmentation and an ode to interconnectedness in a complex marketplace, Choreography is a thorough, well-rounded look at multiple forces that impact any given market, situation or brand. At the heart of the model lies the '9 Forces' analysis - a study of up to 9 interconnected forces at play on a situation or challenge. Over the course of a fascinating journey that takes us past identifying these forces, examining how they connect with one another and impact a given situation, we knock on all the traditional doors of interrogation - consumer, category, competition, etc. - and several new ones that bring depth, relevance and richness to the analysis. This complexity and multiplicity is incorporated at both the input stage and the output stage of a project, allowing us to deliver more holistic and complete solutions to our clients.


Our proprietary strategic storytelling tool takes brand storytelling beyond occasional creative and PR executions by incorporating it in brand design. Our approach draws learning from conventional storytelling techniques to make storytelling an upstream and constant part of brand strategy.


Page Turner involves deep dives into various aspects of a company, a brand its stakeholders, its product, its history and many other areas and helps translate a Brand Positioning into a Strategic Brand Story. The process we use to "write" the brand's story mirrors the development of a novel or a screenplay in many ways including, but not restricted to defining a genre for the brand story, picking a theme, creating a basis in archetypes, identifying conflict, creating drama and building a narrative structure. The result: a compelling brand story designed to hold your customers in thrall over a season, a year, and beyond. 

A growing, 
evolving box
of smaller tools

Architectural thinking deployed to break a brand down to its structural components, assign priorities to each component and understand its strengths and weaknesses.


Tools to analyze categories in new ways, tools to separate the wheat from the chaff in the structural components of a brand, tools to define, refine, sharpen a problem definition and a strategic solution to a razor's edge, tools to generate fresh ways of thinking about a challenge.

An innovative way of looking at a category to identify and understand all drivers and their relative role and importance.


We toss in learning from 3 related and 3 inspiring categories and ask ourselves the question, What If?


A challenge-driven approach that seeks to ask provocative questions to arrive at hitherto unexplored solutions.


A uniquely millennial approach to creating sharp, incisive, focused strategic solutions in a world dominated by millenials. 

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