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  • Writer's pictureBrian Creath

The Under-Leveraged Strategic Tool: Context Platforming

Updated: May 2

The Art of Framing Perception

As a strategy firm, we are often engaged to help businesses, brands and solutions (products) become more readily understood. More credible. More relevant.

Often, what we find are well-meaning organizations that have embarked on a variety of ‘naming this process' or ‘branding this solution' efforts over time, only to have built these efforts on a one-off and non-integrated process. And while the specific brand, marketing and communications work for these efforts may appear solid and appropriate (in isolation), it is actually fragmented and disjointed when shown inside (and alongside) the larger framework of the organization's other brand, marketing and communications efforts. In short, it's because these communication efforts were not developed as part of an overall, and organization-wide brand and messaging architecture and platform.

As Don Draper once said: "If you don't like what's being said, change the conversation." Through our work in strategic context development, we help companies and brands frame and re-frame issues, arguments and points-of-view.

Since 1999, Cohesion has been helping companies find and frame context. For businesses with multiple brands. Global distribution. Diverse audiences. Our work to connect communications and leverage efficiencies has helped more than 200 businesses and brands save time and become more relevant.

Sometimes it's as straight-forward as renaming a brand, solution or internal process to create new, relevant appeal. Or, an evolved positioning that breathes future life into a tired brand. Sometimes, it's as complex as developing an entire brand architecture. Regardless, it's the business of context: Seeing the whole picture and having the expert ability to frame specific communication as a function of (and enhancement to) comprehensive business and brand positioning. At Cohesion, it's our primary value and the key to everything we do.

Our work: build a more singular, higher level approach which internal and external audiences can leverage and understand. Perhaps your organization could benefit from a new context for brands, marketing and communications?

We have helped clients find new context and develop communication platforms for numerous issues including:

  • Businesses

  • Internal Culture

  • Mission, Vision & Values

  • Brands

  • Products

  • Sales Solutions

  • Operational Processes & Methodologies

  • Technical Processes

If you need a new way to think about a complex, or challenging issue, contact Cohesion.

Context Platform Examples

Cohesion developed, named and branded HealthPiQture as a highly-flexible platform to allow insurance companies to make quick and confident heathcare decisions. Through HealthPiQture, insurers receive access to ExamOne's and Quest Diagnostic's extensive data sources. From a snapshot of an applicant’s past health, to a view of their current health, HealthPiQture combines health and behavioral insights for insurers.

​Cohesion developed, named and branded The UniGroup Answer as a way for UniGroup, the parent company of United Van Lines, Mayflower Transit, UniGroup Worldwide UTS and Primacy Relocation, to leverage all of its corporate assets in a singular sales solution for corporate clients across the United States.

Cohesion developed, named and branded Integrated Specialty Drug Management as a ‘focused approach’ to help several businesses within the Express Scripts architecture cross-sell a cohesive program to health plan clients with specific, tailored solutions matched to their individual needs/resources.

Cohesion developed, named and branded 'The Goal Is Yes' as a multi-faceted positioning strategy, internal culture program and sales focus for CitiMortgage. The simple goal: Convince people to believe that at it's core, the brand was more interested in making a loan than denying one. When Citicorp and Travelers merged to create Citigroup, Citibank Mortgage was tasked with rebranding itself to fit the new corporate architecture. Cohesion rebranded the company as CitiMortgage and built a position that created unique equity for the new subsidiary, while staying closely tied to the parent brand. 'The Goal Is Yes' became the primary context for how the company operated and went to market.​

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Cohesion is a strategic brand consultancy that helps organizations position, package and articulate the essence and direction of businesses, brands, solutions and issues. Since 1999, our work has created new value and revenue for more than 150 organizations, including Fortune 500 corporations, mid-market companies and innovative small businesses. To learn more visit, or contact Brian Creath, president, at

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