Value Strategy

Brands that want to grow must dare to choose. Choose where your brand excels — and where it doesn’t. The Value Discipline Strategy model by Treacy & Wiersema is a proven strategic framework that helps make those choices. Redkiwi uses this model to guide organizations in sharpening their proposition, brand strategy, and digital priorities. Because without clear focus, sustainable growth is impossible.

The model states that successful companies excel in one of three value disciplines:

• Customer intimacy: extremely customer-focused, offering tailored solutions and strong relationships (think: Coolblue)
• Product leadership: innovative, forward-thinking, and continuously evolving (think: Apple)
• Operational excellence: efficient, reliable, and scalable at low cost (think: IKEA)

Redkiwi helps brands identify the best-fitting profile — and translates it into brand positioning, customer journeys, and digital growth.

At Redkiwi, the Value Strategy model is not just theory — it’s hands-on. We use it in strategy projects, brand positioning sessions, or as the starting point for digital transformation.

• We analyze your current brand perception and competitive position
• Together, we select the dominant value discipline
• We translate this profile into concrete brand messaging, content strategies, design, and digital priorities
• We align marketing, tech, and brand strategy

This results in a clear growth direction — not a fragmented approach.

• Brands at a crossroads: rebranding, refreshing, or expanding internationally
• Companies aiming for digital growth without a clear brand strategy
• Organizations facing internal misalignment or inconsistent communication

This methodology provides clarity, direction, and a brand story that works — from C-level to developer.

Choosing a clear value discipline isn’t a limitation — it’s an accelerator. By smartly linking the Value Strategy model to AI, branding, performance, and technology, we help businesses become consistent and distinctive.

Curious how we approach this? Check out how we integrate AI into branding, performance, and technology.