Clarifying a brand's positioning
We step in when a brand wants to redefine its territory, clarify its value proposition or strengthen its differentiation within its competitive landscape.
Brand & strategy
A strategic approach to understanding, positioning and activating brand strategy in the marketplace.
Expertise overview
Strategic study of brands and markets
SORGEM supports brands in understanding their identity, competitive landscape and growth potential. Our approach combines strategic analysis, consumer insight, cultural reading of markets and operational support to inform brand strategy.
From defining a brand platform to structuring a category, including brand equity analysis, we help companies identify what underpins their distinctiveness, relevance and ability to create lasting value.
Our areas of expertise
Strategic study of brands and markets
Brand Fund(s)® / Brand Equity
SORGEM's historic expertise in strategic brand analysis. Exploring Brand DNA, brand value and differential strength.
Category Connect
An approach designed to help brands regain the lead in their market sector. Identifying the new category insights that are redrawing the boundaries, uses and segmentations of a category.
Strategic Support
Strategic brand support: tailor-made workshops, with or without prior research.
Brand Fund(s)® / Brand Equity
SORGEM's historic expertise in strategic brand analysis. Exploring Brand DNA, brand value and differential strength.
Category Connect
An approach designed to help brands regain the lead in their market sector. Identifying the new category insights that are redrawing the boundaries, uses and segmentations of a category.
Strategic Support
Strategic brand support: tailor-made workshops, with or without prior research.
Use cases
Examples of situations where we get involved
Reactivating a brand's relevance within its category
We support brands facing a loss of appeal, changing usage patterns, or the arrival of new players reshaping consumer expectations.
Aligning teams around a shared vision
Our approach brings stakeholders together around a shared diagnosis, a clear strategic platform and directly actionable levers.
Informing a strategic or financial decision
We provide an in-depth reading of a brand's strength, status and potential to inform decisions on growth, innovation, repositioning, disposal or valuation.
Clarifying a brand's positioning
We step in when a brand wants to redefine its territory, clarify its value proposition or strengthen its differentiation within its competitive landscape.
Reactivating a brand's relevance within its category
We support brands facing a loss of appeal, changing usage patterns, or the arrival of new players reshaping consumer expectations.
Aligning teams around a shared vision
Our approach brings stakeholders together around a shared diagnosis, a clear strategic platform and directly actionable levers.
Informing a strategic or financial decision
We provide an in-depth reading of a brand's strength, status and potential to inform decisions on growth, innovation, repositioning, disposal or valuation.
What sets SORGEM apart
A strategic, cultural and financial reading of brands and markets.
A brand strategy defines the place a brand wants to occupy in the minds of its audiences, by clarifying its positioning, values, territory of expression and levers for action.
SORGEM analyses a brand’s value by combining its identity, imagery, usage patterns, consumer perception, competitive territory and its ability to generate preference and value over time.
Deliverables can take the form of a strategic diagnosis, a brand platform, a category platform, a synthesis of insights, or recommendations.
Our team
Our multi-specialist teams include numerous senior professionals with proven expertise in their areas of competence.
MAURICE NUSSENBAUM
Chairman / Founding Partner
CLAIRE KARSENTI
Partner
THOMAS HACHETTE
Partner
ALBAN CABANIS
Partner
