Positioning and Brand Strategy Firm Since 1990
To take off in a brand-new direction, you need a Runway.
Your company is changing direction. Your position hasn’t. Your position is what customers, employees and investors believe about your company and why they choose you.
The Runway is our 30-day brand positioning process. It gives you a clear position for where you’re going, and the brand direction and story to lead with it.
YOUR COMPETITORS ARE USING THE SAME AI YOU ARESo websites, proposals and pitches are starting to sound alike, and customers can’t tell who’s who.
The company with a clear position is the one they remember and choose.
If yours is changing direction, AI will spread the old story faster than the new one.
YOUR COMPANY IS CHANGING DIRECTION.
What change are you in?
Adding AI to what you sell or how you deliver it
Bringing companies, brands or business units together
Entering a new market or creating a new category
Launching a major new product, platform or service
Bringing in new leadership
Preparing for new investment, a sale or an exit
Starting to look and sound like your competitors
Growing in ways that have made you harder to explain
In 30 days, your company is positioned for where it’s going.
With your leadership team, we shape where you stand in the market, what sets you apart, how your brand should look and sound, and the story everyone can tell the same way.
You leave with five connected outputs: Position, Distinction, Brand Direction, Core Narrative and a 90-Day Take-Off Plan to put it to work.
01
Position
Where your company should stand in the market, and why.
02
Distinction
What makes your company meaningfully different and worth choosing.
03
Brand Direction
What your brand stands for, and how it should look and sound, so every designer, writer and agency works from the same direction.
04
Core Narrative
A clear story leadership can stand behind and others can easily understand and repeat.
05
90-Day Take-Off Plan
Your priorities for the first 90 days, plus custom AI skills built on your new position, so every email, proposal and pitch starts from it.
Your 30 days
Week 1
Name the changeYour leadership team defines what has changed and the decision the Runway must support.
Week 2
Examine the evidenceWe talk with your customers, hear from your employees and study your competitors.
Week 3
Choose the positionYour leadership team chooses your position and distinction from clear options, and commits to them together.
Week 4
Define the directionYour position takes shape as your Brand Direction, Core Narrative and a 90-Day Take-Off Plan your team can act on.
ONE BOOK YOUR WHOLE COMPANY CAN WORK FROM
Everything from your Runway, in one book your team can share and put to work. Every Runway we do gets its own number, and yours goes on the cover.
CHANGING THE COMPANY IS HARD.
GETTING THE MARKET TO UNDERSTAND IT IS HARDER.
We know what it’s like to lead a company that has outgrown its story. You feel it in every pitch.
We’ve been here more than 200 times. Since 1990, TwinEngine has helped established companies take off through mergers, pivots, new categories and new names.
We’ve learned what has to be decided, and how to get there fast.
Selected Runways
DIFFERENT BUSINESSES. DEFINING MOMENTS. BRAND NEW DIRECTIONS.We number every runway. Here are some of our favorites.
New names and categories
Runway
#183Datagration
A new name and brand for knowledge automation
The challenge: The platform had grown from managing data to automating decisions. Its category still said data technology.
The new direction: Datagration, a new name and brand that showed the market how far the platform had grown, built around a new category: knowledge automation.
View Runway
Mergers and brand architecture
Runway
#184Informativ
Several businesses. One brand.
The challenge: After the merger, the combined business needed to be understood and sold as one.
The new direction: One brand built on trust, bringing two merged companies together under one story.
View Runway
Mergers and brand architecture
Runway
#235HHCI
One brand architecture for care, training and research
The challenge: The structure had become harder to navigate than the care itself.
The new direction: One clearer brand architecture built around HHCI as bringing mental health care within reach, with care, training and research together under one story.
View Runway
New names and categories
Runway
#241Protomiq
TradePending became Protomiq
The challenge: The business had moved beyond its original category, and its name no longer fit.
The new direction: Protomiq, a new masterbrand that turns shopper behavior into buyer intelligence, helping dealers close more deals.
View Runway
“I felt at every step of the way, that you both understood what made us special and how that makes a difference for our clients.”
How it works
01
Start a Runway Discovery.
A 45-minute conversation about what’s changed and whether a Runway fits.
02
Set your position in 30 days.
Each week, we put real options in front of your leadership team: positions, language, look. You choose.
03
Take off.
Put your 90-Day Take-Off Plan to work with your team or your agency.
The market understands the company you’ve become.
Your leaders tell one story, your team and its tools tell it the same way, and your brand fits where you’re going.
If you’re taking off in a brand-new direction, the first step is a 45-minute conversation.
Has your company outgrown its position?
6 signs your business has changed faster than your brand.
Use this quick checklist to see whether your company may be ready for a Runway.