Brand Consultancy & Go-to-Market: A clear position, taken to market with a plan

Executive summary

Marketing budgets held flat at 7.7% of company revenue in 2025, and 59% of CMOs said they had insufficient budget to execute their strategy, according to Gartner.¹
In IPA analysis of advertising effectiveness by Les Binet and Peter Field, the optimum budget split was about 60:40 between brand building and short-term activation.²
Ehrenberg-Bass research cited by Edelman and LinkedIn suggests 95% of business buyers are not in the market at any given time.³
A sharp position and a phased go-to-market plan let a limited budget build both demand today and recognition for later.
We define the position, shape the identity and messaging, and plan the launch or market entry, including into the UAE.

01Market context

Budgets are tight and expected to work harder.¹ The temptation is to spend everything on ads that convert this month. The evidence points the other way: effectiveness studies show the best long-term results come from investing in brand as well as activation, roughly 60:40.² Because most buyers are not ready to buy today,³ being known and trusted before they are is what wins the sale later.

Exhibit 1 Where marketing money goes, and where it works

Marketing budget as share of company revenue, 20257.7%

CMOs with insufficient budget to execute strategy59%

Optimum share of budget for brand building (IPA)60%

Source: Gartner CMO Spend Survey 2025; IPA, Binet and Field.

02The challenge

Saying what everyone says. Quality, service and experience, in the same words as every competitor.
Trying to serve everyone. No clear customer, so no clear message.
Launching without a plan. A logo and a website, but no sequence of how to reach the market.
Entering the UAE as if it were home. Messages, channels and pricing copied from another market.

03Our point of view

Position first, identity second, channels third. We find the one thing a business can credibly own for a specific customer, express it simply, and build the identity and messaging around it. The go-to-market plan then sequences the work: build credibility, open the channels, generate demand, and scale what works. The GNC Contracting engagement on our Work page followed exactly this path.

04How we work

Understand. Customers, competitors, the market and the business economics.
Position. Who you serve, what you stand for and why you are different, with proof.
Express. Name, identity, tone and key messages, tested with real customers where possible.
Plan the market. A phased go-to-market with channels, budget, milestones and measures.

Exhibit 2 Position first, then the market

Understand
Customers and competitors

Position
What you can own

Express
Identity and messages

Plan the market
Phased go-to-market

The Market Concepts.

05What you receive

A positioning statement and the evidence behind it.
Messaging framework: pillars, proof points and tone.
Brand identity or a refresh of the existing one.
A phased go-to-market plan with budget and measures.
UAE market-entry notes where relevant.

06Measures of success

Brand awareness and search for your name
Share of enquiries from your target customer
Win rate and average deal or basket size
Launch milestones met

07Risks and governance

Claims. Every claim has proof, and regulated claims are checked.
Trademarks. Names and marks are checked before you invest in them; formal clearance is done by a legal adviser.
Cultural fit. Messages and visuals are reviewed for each market.

This paper is general guidance and not legal advice.

08Illustrative scenario

ILLUSTRATIVE — NOT A CLIENT CASE STUDY

A European specialty coffee brand plans to open in Dubai with the same message it uses at home: sustainably sourced. Every competitor in its target neighbourhoods says the same.

Customer interviews show its real advantage is a weekday office subscription. The brand is positioned around that, the launch is phased from corporate offices outward, and the first three months focus on 20 nearby business towers.

09Frequently asked questions

Do we need a new logo?: Often not. Most businesses need a clearer position more than a new identity.
Can you help us enter the UAE?: Yes, alongside our Business Launch work if you also need setup.
How long does it take?: Positioning and messaging typically take four to six weeks; identity and go-to-market planning follow.

Brand Consultancy & Go-to-Market