Business Strategy

A brand customers choose before they compare prices.

A strong brand is a promise customers believe and the company keeps. I help you find what makes you different, say it simply and deliver it in every moment that matters.

Track recordVodafone · TeilorPropositions built at scale, and a luxury brand repositioned as CMO

Sound familiar?

  • Competing on pricebecause customers cannot see the difference.
  • Five messages, no storyevery channel says something else.
  • The same promise everybody makesit is hard to say how you are really different.

How I work

  1. 1Find what makes you different, in your customers’ eyes
  2. 2Say it simply, in one promise
  3. 3Keep the promise in every moment that matters

A brand customers choose before they compare prices.

The method

One red line, from brand to market

The brand-building discipline made famous by P&G, which I applied at Vodafone: every step is informed by the one before and informs the one after. When the line breaks, money is wasted.

  1. 1
    BrandPurpose, personality and promise: what you stand for.
  2. 2
    InsightWhy customers really do what they do. Real, relatable, and it inspires change.
  3. 3
    StrategyWhat segment you grow with, and the behaviour you want to change.
  4. 4
    PropositionA win for the customer, for you and against competitors. Benefits, not features.
  5. 5
    Go to marketThe customer journey and the moments of customer interaction where you must win.
  6. 6
    LoyaltyKeep, grow and turn customers into ambassadors.

Three ways to start

Each one stands on its own. Start with one, continue only if it works.

3–4 weeks

Brand Diagnostic

How customers really see you, compared to competitors, and where the promise breaks.

You getA clear picture of your brand today, and the biggest gaps.

Ask about this →

4–6 weeksRecommended start

Positioning & Proposition

A brand platform workshop: purpose, promise, differentiator, values and the deep emotional need of each customer segment.

You getA brand platform the whole team can repeat in one sentence.

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3 months

Brand in Action

The promise carried into the customer journey, the team and the campaigns.

You getA brand customers experience, not just see, measured month by month.

Ask about this →

Why work with me

  • I have built propositions at scaleDirector of Marketing Proposition and of Product and Proposition at Vodafone Romania.
  • I have repositioned a luxury brandAs CMO & CDO of Teilor, redefined the value proposition, marketing mix and loyalty promise.
  • I understand why people chooseAs a clinical psychologist, I work with what customers feel, not only what they say.
  • I connect brand to the numbersEvery positioning choice is tested against price, margin and growth.

Tools we work with: BuyerBrain · Claude · HubSpot to Salesforce

Map of 175 cognitive biases, used in BuyerBrain consumer neuroscience research
Cognitive Bias Codex, after Buster Benson · used in BuyerBrain research

Let's talk for 30 minutes

Tell me where you want to be in a year. You will leave with a first view of what stands in the way.

Radu TudoracheRadu TudoracheStrategy & transformation consultant

radu@xponentals.com