Brand Strategy Firm Since 1990
To take off in a brand-new direction, you need a Runway.
Your business is changing. So is the market around you.
The Runway is a 30-day brand strategy process that positions your company for where it’s going: your position, your distinction, your brand direction and the story your market hears.
WHY IT’S GETTING HARDER TO STAND OUT
AI is reshaping what customers expect and competitors offer. What set you apart, everyone claims now. New competitors sound like you. Your team tells different stories. Your brand still looks like the company you were. And you’re still the one making the case.
YOU NEED A NEW DIRECTION.
A new direction changes what your brand needs to stand for.
Entering a new market or creating a new category
Launching a major new product, platform or service
Bringing companies, brands or business units together
Shifting strategic direction
Transforming the business model
Beginning a new chapter under new leadership
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 looks, sounds and shows up, down to color, type, imagery and logo direction.
04
Core Narrative
A clear story leadership can align around 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 your team writes, sells and presents it the same way every day.
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 and look, your Core Narrative and a 90-Day Take-Off Plan your team can act on.
A BRAND STRATEGY YOUR WHOLE COMPANY CAN USE
Everything from your Runway, brought together in one brand strategy book your team can use, share and act on.
CHANGING THE COMPANY IS HARD.
GETTING THE MARKET TO SEE 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.
TwinEngine is led by identical twin sisters Winnie Hart and Lorrie Lee. One brings the ideas, the other brings the structure. You get both.
Selected Runways
DIFFERENT BUSINESSES. DEFINING MOMENTS. BRAND NEW DIRECTIONS.
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: A new name and brand that told the market the platform had grown beyond data, 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
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 30- to 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 sees the company you’ve become.
Your leaders tell one story. Your brand finally looks like the company you’ve become.
If your position hasn’t caught up with your company, a Runway is the right next step.
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.