REAL WORK, MADE PUBLIC
Every Brand Truth Workshop produces a Claim Framework: one Core Claim, three Supporting Claims, and three Reasons to Believe per claim. Here are seven, from seven industries, published in full.
QSR · Consumer
“Everyone gets their perfect burger. Always. Every time.”
A fast-casual burger chain competing against national players with bigger budgets and better real estate. The ownable ground wasn't quality — everyone claims quality. It was customization delivered consistently, which is operationally hard and therefore hard to copy.
Industrial SaaS
“Unlocks more powerful insights across all operational levels.”
Process analytics software sold into industrial plants across Europe and the U.S. Sales teams on two continents were telling two different stories. The framework gave both a single narrative without flattening regional nuance.
Healthcare
“Dialysis that holds up. Financially, operationally, at every survey.”
In a category that markets to patients, the actual buyer is an administrator who fears a failed survey and a blown budget. Positioning to the real decision-maker meant abandoning the category's emotional default.
Skincare · Menopause
“Your strongest skin for your strongest years.”
A skincare line for women in menopause, in a category built on anti-aging anxiety. The white space was refusing the premise — strength rather than restoration.
Spine Surgery
“Transforms spine surgery with proven outcomes.”
Medical device sales where surgeon trust is the entire funnel. Every competitor claimed innovation; almost none led with outcome evidence. Provability became the differentiator.
Medical Device
“Empowers OB-GYNs to deliver safe, simple, in-office care.”
A device that moves a procedure from the hospital to the office. The claim had to reassure on safety before it could sell on convenience — reversing the industry's usual order.
Cloud SaaS
“Uniquely engineered to help installers grow recurring revenue.”
Surveillance platform sold through installers. The buyer isn't the end user — it's a channel partner whose business model is shifting from one-time installs to recurring revenue. The claim speaks to their economics, not the product's features.
Most consultancies produce brand strategy behind an NDA. Part of that is client confidentiality — real, and we respect it; everything here is shared with permission. But part of it is that most firms don't have a repeatable system, so the output can't survive being compared side by side.
Seven frameworks, seven industries, one structure. That consistency is the proof.
A brand strategy you can't show is a brand strategy you can't defend.
One Core Claim. Three Supporting Claims. Three Reasons to Believe each.