Chapter 1: THe SPark at PARC
Jump back to the 1970’s. The US is dealing with the Vietnam War, Watergate, inflation, Women’s Rights, disco; and Xerox is riding high on its incredibly successful photocopier business.
The company decides to go cutting edge and sets up the Palo Alto Research Center (PARC) — a lab and think tank that would reshape the future of computing.
What does PARC invent?
- A graphical user interface (GUI) with icons, windows, and a pointer that you move with a brand new device called a mouse.
- Laser printing, Ethernet networking, and all sorts of other tech that was basically sci-fi at the time. ouse. ea of competitors, a strong brand sets you apart. It helps consumers recognize and trust your business. A well-defined brand strategy ensures your unique selling points are clear and resonate with your target audience.
People in the know consider PARC to be a nerd-haven with near limitless potential — yet ironically, XEROX never fully capitalizes on these breakthroughs. Why not?
Chapter 2: Enter the COpy giants
Xerox’s bread-and-butter (copiers) was a moneymaking machine–literally. According to the New York Times, Xerox revenues were about $7billion in 1979, largely a result of their core business, copiers. Executives were hyper-focused on safeguarding and growing their printing business rather than jumping into the wild west of personal computing.
PARC, for its part, churned out invention after invention without a clear commercial path. They had technology so ahead of its time, most leaders at PARC couldn’t envision a commercial use case. Corporate leaders shrugged and said, “well that’s nice, but does it help us sell more copiers?”
Chapter 3: A fateful visit from an innovation legend
Enter Steve Jobs. In 1979, Jobs — then a brash co-founder of a modest outfit called Apple — got wind of PARC’s GUI and mouse-driven computing. He paid a visit, saw the future, and took action.
What happened next was a turning point in tech:
- At the time of the visit, both the Lisa and Macintosh projects were already underway. While Jobs’ visit didn’t spark a new idea for Apple, it served as a catalyst to accelerate Apple’s existing focus on user-friendly interfaces.
- PARC demonstrated object-oriented programming and networking, but Jobs was primarily captivated by the GUI. He saw its potential to revolutionize computing by making technology more accessible to the masses.
- The visit validated Apple’s direction and they refined the tech for their own products.
- The Lisa and Macintosh introduced mainstream consumers to the idea of clicking icons and dragging windows around. And computing would never be the same.
Meanwhile, Xerox never became a big player in the personal computer space and remains known for their copiers and printing services. Fast forward 45 years, and both companies are still around. But let’s compare market caps.
As of January 2025:
- Xerox Holdings: $1.07 Billion
- Apple: $3.363 Trillion
Here’s a comprehensive checklist of items to consider when crafting your next great Brand Strategy:
- Differentiation: In a sea of competitors, a strong brand sets you apart. It helps consumers recognize and trust your business. A well-defined brand strategy ensures your unique selling points are clear and resonate with your target audience.
- Consistency: A cohesive brand strategy unifies your messaging, visuals, and values. Consistency across all touchpoints builds trust and loyalty. Customers are more likely to return when they know what to expect.
- Emotional Connection: Brands that connect on an emotional level (vs. just functional) have devoted customers. A strategic brand position evokes feelings and creates a sense of belonging.
- Brand Equity: A strong brand commands higher prices and increases customer retention. Consumers are willing to pay a premium for a brand they trust which drives revenue growth.
Now, addressing the crucial question: when should you engage a brand strategy consultant?
When to Hire a Brand Strategy Consultant
- Start-Up or New Product Launch: If you’re in the early stages of building your business or launching a new product, seeking the expertise of a brand strategy consultant is a smart move. Valen Group can help you define your brand’s core values and positioning from the ground up, ensuring a strong foundation for future growth.
- Rebranding: If your brand is going through a transformation, whether due to expansion, a change in market dynamics, or an outdated Visual Identity System, a consultant can guide you through the rebranding process. They’ll help you avoid common pitfalls and create a refreshed identity that resonates with your audience.
- Plateauing Growth: When your revenue growth has stagnated, it’s time to reevaluate your brand strategy. A consultant can identify gaps in your current approach and provide fresh insights and a path forward to reinvigorate your business.
- Market Entry: Expanding into a new market requires a deep understanding of local dynamics and consumer behavior. A brand strategy consultant can help tailor your brand positioning to meet the unique needs and preferences of your new audience.
Why the Valen Group?
In a world of brand strategy consultancies, the Valen Group stands out as a boutique consultancy with a distinctive approach to strategic brand positioning. What sets us apart?
- Customized Solutions: We understand that every business is unique. We don’t offer one-size-fits-all solutions. Instead, our experienced brand strategists will tailor our approach to your specific challenges, ensuring a brand strategy that aligns with your business objectives & goals.
- In-Depth Research: Our consultants are experts at uncovering insights about your target audience, your competitors, and the market. This information is the foundation of a powerful brand strategy, and we leverage our proprietary, sprint-based Fusion Methodology™to uncover those deep insights.
- Cross-Functional Expertise: We bring together a diverse team of experts with skills in branding, marketing, design, business, qualitative learning, and more. This multidisciplinary approach ensures comprehensive solutions.
- Proven Success: Our track record speaks for itself. We’ve helped businesses redefine their brand strategies, driving substantial revenue growth and long-term success.
Knowing when to hire a brand strategy consultant is about recognizing the pivotal role that brand positioning plays in your business’s growth. Whether you’re starting from scratch, rebranding, facing stagnant growth, or entering a new market, a brand strategy consultant can be your key to unlocking your brand’s potential. The Valen Group is your partner in this journey, providing customized, research-driven, and cross-functional expertise to help you achieve the revenue growth your business deserves. Don’t wait for tomorrow; start shaping your brand’s future today.
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