From DNA to market
and peers
We have worked with organizations for more than 20 years. We know what change takes from a company and its people, and we show up when it matters most.
FORMATS
FORMATS
PHASE 3
FORMATS
Discover (your DNA)
PHASE 1
We uncover your organization's DNA. Sharp questions and an open mind reveal the patterns and drivers beneath the surface. Heritage, culture, perceptions, convictions, communication, processes, and goals all come up. If you don’t know who you are, you cannot change yourself.
BRAND STORY
VISION/MISSION STATEMENT
POSITIONING
The DNA becomes a brand story and a market position. We look for the sweet spot between who you are and what the market needs. A clear place in your customers' heads and hearts.
PHASE 2
Define
(who you are)
COLD EMAIL (via Apollo)
INBOUND (content driven)
ADVERTISING
EMPLOYER BRANDING
Based on your DNA, we build campaigns that fit your goals and your audience's needs. Employer brand communication follows the same line, so it matches who you are as a company.
Activate
(your goals)
DNA SESSION
WHEN ORGANIZATIONS CALL US
Five moments when your DNA will make
the difference.
01
New product or service
A new offer changes your story, audience, website, message, and promotions. We connect marketing, sales, and product teams so you know what customers want, search for, and expect. We sharpen the story, build a visual identity, and ensure the new product doesn't get lost behind old menu structures.
04
New direction
What do you want people to believe about you? Companies come to us for three reasons most often: a merger or acquisition, a restructuring or a new strategic course, or outgrowing the position they used to hold. Each asks for a different story. We run a DNA trajectory to find what still holds, use DNA hacks to chart the new course fast, and rebuild it into a brand story and updated positioning. A sharp campaign then shows who you have become and where you are headed.
02
New market
You want to grow into a new market, region, country, or customer type. What worked in your current market does not simply carry over. The questions, the language, and the competition are different. We find out what this market needs and build a position that fits there, based on your DNA, of course.
05
New people
Salary, cars, and growth are not enough to bind people. Once you know your DNA, you can attract people who fit it, or who can grow into it. We build profiles of your ideal candidates from that DNA, so they recognize themselves. And you will not be the lead singer in your own campaign. That would not be sexy. The candidate does. That is a different game.
03
New positioning
What worked yesterday stops working. Your story no longer fits, campaigns have little effect and customers doubt you. We help you choose your position again, honestly and with evidence, at the sweet spot of who you are and what the market needs.
WHAT THEY SAY
“Sometimes, you may forget what sets you apart. Thanks to this DNA-trajectory we now have a clear view of our position in the market."
Sven, CEO Duppal.“I wish everyone the energy and inspiration of a journey with Monk & Mountain.”
Monique, communications manager SVB.“You guys have done some great work. You’ve captured Miryen’s DNA well and written a brand story that fits perfectly. Great result.”
Florie, chief of staff.
Which archetype is your
organization?
Take the company DNA test and find your archetype. It takes 10 minutes.