Dear You,

We decided to peel the metaphoric onion and see what we ended up with. As it often turns out with these things, our quest for an answer led us to a conundrum, an anomaly, a puzzle, a paradox:

Achieve Maximum Differentiation With Largest Common Denominator.

It’s as basic as it gets. If you want people to choose your product it has to differ from your competitors', right? But it can’t be so different that it becomes too obscure and specialized, then only the tiniest subset of consumers will want it. So once we arrived at this realization, our paradox, we asked ourselves: “Now, what?”

Well, like any self-respecting marketing consultancy we decided to develop a theory of identity around our finding. We ended up with an analytical tool, a system that we can apply to a brand, product, service or organization and formulate solid strategies for standing above competition. So what is our method? How do we execute on all this intelligence? The simple answer is that we don’t believe in being tied down by any one method, any single way of doing things. Instead, each particular clients' case requires its own solutions. We firmly believe that to stay innovative and creative you have to focus on the objective first and not worry too much which “method” to apply.

After all, our objective was to peel the onion - not put it back together again.

Best,
Raisanen Creative