CenterBrain

CenterBrain describes itself as a brand positioning consultancy, a discipline it began treating as practice rather than theory when it was conceptualized in 1988 and test marketed in 1991 in Maryville, Tennessee. Since then, the firm has launched more than 220 brands across upward of 70 consumer categories, work it credits with generating over $5 billion in incremental sales.

The firm's method centers on what it calls the simultaneous application of strategic and creative thought, formalized as the Triad Process to uncover positioning and supported by a skillset it terms CenterBrain Thinking. Positioning itself is defined internally as a compelling set of words that differentiates a product, service, or brand and connects it to a target consumer's beliefs and behaviors. Proprietary tools including CenterStorm, CenterName, CenterCept, and CenterVation support the process, alongside The CenterBrain Institute.

Services span brand strategy and positioning, naming, messaging and voice development, brand guidelines, and rebranding. The consultancy's track record, 220-plus brands launched, 70-plus categories served, and $5 billion-plus in incremental sales attributed to its work, spans the decades since its 1991 founding, reflecting a consistent focus on positioning as the foundation for everything else a brand does. That focus has remained the same since the firm first set out to make positioning a discipline rather than an abstraction.