Front FootMARKETINGFront Foot Marketing, independent marketing advisory

Brand positioning

Six business units, one position, three times the size in two years.

Altius Group had six core business units pulling in six directions. Repositioning the group around "Elevating Wellbeing" gave the whole business one commercial story, and it grew three times over the following two years.

Result
3x growth in two years
Position
Elevating Wellbeing
Scope
Six core business units

Visit Altius Group

The situation

Altius Group is a health and wellbeing business built from six core units. Each had its own market, its own language and its own idea of what the group stood for.

That is a common shape for a business that has grown by addition. It is also a hard business to sell. Buyers meet one part of the group and never understand the rest of it.

The approach

  1. 01

    Find the position the whole group can stand behind

    Not a tagline. A statement of what the group sells, to whom, and what it will stop doing. "Elevating Wellbeing" had to be true of all six units or it was worthless.

  2. 02

    Rebuild the commercial story underneath it

    Positioning only holds when the numbers behind it hold. The group's offer, audiences and priorities were worked through against the position rather than around it.

  3. 03

    Bring the leadership with it

    The work was run with CEO Derick Borean and CFO Lyndon Brill, so the position was tested against the P&L rather than presented to it.

The client's view

Anton has a clear and methodical approach to discussing strategic layers, which are vital for both strategic and commercial success. His ability to dissect the different segments in sales and marketing funnels, with simplicity and clarity, is a rare skill.
Lyndon BrillCOO / CFO / Head of Group Services, Altius Group

The result

  • Six units unified under one position: Elevating Wellbeing.
  • The group grew three times over the two years that followed.
  • Leadership had a single answer to what the business does, and what it does not.

What this work is

Marketing Advisory, in practice

The Altius Group engagement is one example of how this kind of work runs. The approach is sized to the decision, not to a retainer.

See how marketing advisory works →

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