Strategy powered by Disruption®
X\MCR is a strategic consultancy built to unlock Disruptive Growth for clients. It’s based on the simple belief you can only transform the future of a brand by seeing the world and the people in it through fresh eyes.
We work with clients to analyse the conventions and then ask... What if?
Disruptive strategy is found where conventions and insight collide.
Our Services
X\MCR’s Disruption® projects span the brand’s life cycle across three key phases. Dependent on the objectives in each case, we cover:
Growth Visioneering
In collaboration with you, we explore your brand’s economics, culminating in a disruptive growth vision and demand map identifying and quantifying current demand, incremental and importantly disruptive routes to growth.
Brand Definition
We look for the conventions and unlock insights to discover new spaces and ways of being for your brand.
This involves Disruption Days, combined with cultural and audience research, alongside stakeholder engagement sessions; to identify the opportunity, craft your positioning and define your brand’s core DNA.
The result is a clear roadmap articulating the What, How and Why of your brand. This often encompasses the brand architecture and branding strategy too. Which means your team is primed to transform its behaviour across all touchpoints into experiences that earn attention and create value.
Brand Behaviour, Strategy and Alignment
We’ll investigate how your brand’s behaviour can better align to the growth vision, brand strategy and Disruption® Road map.
Projects in this phase range from strategic reviews of brand behaviour to brand naming and NPD ideation, brand transformation mapping, full brand design and tone of voice development and guidelines, to effectiveness projects and of course all aspects of communications strategy.
Ad Hoc Projects
We also undertake bespoke insight and cultural mining projects plus workshop facilitation and training sessions too; helping clients to look at a specific problem from a fresh angle, or to develop their team’s creative muscle.
Recent Projects
Our most recent projects have been in collaboration with founders, investors and businesses across both B2B and B2C spheres including:
Creating a growth vision, brand positioning strategy and brand tone of voice guidelines for Love2shop
Developing new restaurant concepts for Pizza Hut
Developing a transformative growth vision for EMS Healthcare
Defining the brand architecture and strategy for Citation Group
Defining the global brand architecture and brand positioning for BPP Group
Strategic growth projects with Merlin Entertainments
Developing architecture and brand strategy guidelines for David Lloyd Clubs
The Team
No-one needs strategy that only lives on in a slide deck. We understand both what works on paper and on the ground. Our mission is to give you strategy that connects heaven and earth to drive measurable change.
All our projects are led by the X\MCR senior strategists in partnership with trusted collaborators across consumer research, semiotics, data analysis and modelling, digital strategy, media strategy. We regularly tap into the TBWA global collective and its on the ground network of Disruptors and cultural specialists.