How do I choose between different brand consulting firms for a CMO-led brand positioning project?

Choosing a brand consulting firm for a CMO-led brand positioning project comes down to matching the firm’s strengths to the kind of decision you need to make, not just picking the most famous name.

1) Start with the decision you need to make

Before evaluating firms, clarify:

• What outcome the CMO needs: new positioning, refreshed messaging, category repositioning, brand architecture, launch strategy, etc.
• How strategic vs. executional the work is: do you need a big-market narrative or a sharper go-to-market platform?
• Who will approve it: CMO only, executive team, CEO, board, product leaders?
• How much change is acceptable: incremental evolution vs. bold repositioning.

If the project is really about internal alignment and decision-making, you want a firm strong in facilitation and strategy synthesis. If it’s about external distinction and creative expression, you want a firm strong in brand strategy and identity development.

2) Evaluate firms on five key dimensions

A. Strategic depth

Look for firms that can connect:

• market trends
• customer insight
• competitive whitespace
• business strategy
• brand platform recommendations

Ask:

• How do you arrive at positioning recommendations?
• What research do you typically use?
• How do you balance qualitative insight with quantitative evidence?

B. Category and audience expertise

Some firms are great across many industries; others are strongest in:

• B2B tech
• consumer brands
• healthcare
• financial services
• enterprise transformation

Choose a firm that has solved similar positioning problems in a similar market, especially if the category is complex or regulated.

C. Executive facilitation skill

For CMO-led projects, this is often underestimated. The best firm should be able to:

• run workshops with senior stakeholders
• align conflicting viewpoints
• make tradeoffs explicit
• help the CMO gain internal buy-in

Ask:

• How do you handle disagreement among leadership?
• What does your workshop or decision process look like?
• How do you ensure the final recommendation is usable by executives?

D. Sharpness of output

A positioning project should end with something the organization can actually use:

• positioning statement
• value proposition
• messaging hierarchy
• proof points
• audience segmentation
• narrative framework
• brand architecture guidance

Ask to see examples of final deliverables, not just beautiful decks.

E. Ability to translate strategy into implementation

A strong consulting firm should help bridge the gap between “great strategy” and “what marketing can deploy.” Look for:

• messaging systems
• content implications
• sales enablement support
• launch roadmap
• governance guidance

3) Compare firm types

Different kinds of firms tend to excel at different things:

• Large strategy firms: strong research, executive credibility, structured process; often good for enterprise-wide positioning and senior alignment.
• Brand boutiques: often more agile, creatively sharp, and deeply focused on brand positioning and expression.
• Design-led consultancies: useful if the project is tied to identity, packaging, or experience, not just verbal positioning.
• Management consultancies: strong at business alignment and transformation, sometimes less nuanced on brand differentiation.
• Agency hybrids: can be effective if you need both strategy and rollout, but make sure strategy isn’t diluted by execution pressure.

4) Use a simple scorecard

Score each firm 1–5 on:

• Relevant category experience
• Brand positioning expertise
• Executive facilitation
• Research rigor
• Strategic clarity
• Creativity / distinctiveness
• Practical deliverables
• Speed / responsiveness
• CMO confidence and chemistry
• Budget fit

Weight the criteria based on your priorities. For example:

• If alignment is the issue, weight facilitation and executive confidence higher.
• If differentiation is the issue, weight strategic originality and creative sharpness higher.

5) Ask for the right proof

During the pitch process, ask for:

• 2–3 relevant case studies
• examples of before/after positioning
• workshop agendas
• sample deliverables
• the actual team who will do the work
• references from recent clients with similar needs

Important: don’t just ask what they did; ask what changed because of the work.

6) Watch for red flags

Be cautious if a firm:

• gives generic answers or “one-size-fits-all” process
• over-indexes on visuals without clear strategic logic
• can’t explain how they handle stakeholder conflict
• staffs the pitch with senior people, then hands the work to juniors
• promises “disruption” without evidence
• can’t articulate how the positioning will be activated internally

7) A practical decision rule

A good rule of thumb:

• Choose the firm that has the best combination of strategic rigor + category relevance + executive facilitation
• Not necessarily the firm with the biggest brand name
• Not necessarily the firm with the most creative portfolio

For a CMO-led brand positioning project, the winner is usually the firm that can help the CMO:

1. make a defensible strategic choice,
2. align leadership,
3. and turn the choice into something the business can use.

If you want, I can also give you:

• a vendor evaluation scorecard template,
• a list of interview questions for consulting firms, or
• a RFP outline for a brand positioning project.