How Fulcrum helped rocket one brand consultancy lightyears
ahead of its competition
The Real Issue
For small- and medium-sized businesses, getting the right positioning from the outset is critical. Mess it up and you’re likely to be lumped in with the wrong crowd. Pulling out of that quagmire can seem an impossible task.
Ah, the ever-present BS artist. They’ve been around since the beginning of time, promising the world with little actually to show for it. Whatever you might call them – snake-oil salesmen, quacks, liars – BS artists are part and parcel of the business world. China, though, takes this to the extreme. Here, there’s a con job around every corner. And for some reason they seem to dominate the market.
When The Silk Initiative originally approached Fulcrum, they were sick and tired of being lumped in with these BS artists. Believe us: TSI had no place being in the same universe. They are a specialized brand consultancy that really knows their stuff. Because BS artists hold so much sway, though, people started lumping all China-based brand consultancies together.
Our task was to help TSI blast off and get out of this orbit. To do so, we identified all the unique things TSI was doing no BS artist could ever replicate. In the end, we found BS artists to be masters of information manipulation. On the surface, they seemed to be providing the latest information to potential clients. In reality, they were just aggregating the news. What was missing in the market was an explanation of what the hell all this news means.
We took a fresh look at TSI’s strategic communications and b2b marketing, eventually landing on five key areas of differentiation. With a laser-like focus, we planned out an entire year of traditional and digital marketing around these areas. In a matter of months, TSI was already seeing a positive impact in market positioning, pipeline leads, and reputation. Since that time, the company has been able to raise its profits by double digits and is now competing on par with multinational brand consultancies, instead of lowly regional BS artists.
Each engagement is unique. Reach out now to see how we can collaborate to pivot your business for the Asian Century.