Brand Strategy Services for Growth-Stage Food and Beverage Brands
Consumers don't buy the best products. They buy the best-marketed brands.
I stand for leveling the playing field in the food & beverage industry, where too often the best strategies, tools, and people are monopolized by the giants.
You’ve worked tirelessly to get your brand to where it is today, but now you’re facing new challenges. Whether it’s driving retail velocity, keeping up with increasing customer acquisition costs, or standing out in a crowded market, you might feel like what got you here won’t get you to the next level.
You want to be one of the few that make it over the hump into “breakout brand” status and leave the herd behind. You’ve put your blood, sweat, and tears into building your company, but you’re in the big leagues now and the competitors are on your heels (or maybe a few steps ahead).
Through cutting-edge brand strategy and positioning, I’m here to challenge the status quo and help the underdogs win.
Major-League Strategy for Growth-Stage Brands
Win Your Category Without Outspending—Here’s How We Work Together
Fast-Track Your Brand’s Clarity & Direction
Brand Checkpoint
01.
75-minute strategy session focused on positioning, clarity, and immediate next steps
Ideal for founders refining their brand, exploring a pivot, or facing growth plateaus
Actionable recommendations delivered in real time—plus a custom recap for momentum
A deep-dive 75-minute session to give you clarity and direction.
Custom Engagement
02
The Deep Work That Builds Breakout Brands
For brands that need a full-scale transformation, not just a tweak.
High-touch, end-to-end engagement covering positioning, messaging, go-to-market, and competitive strategy
Designed for brands building from scratch, repositioning, or scaling for acquisition
Comprehensive strategy blueprint—delivered over 3–4 months for lasting impact
Strategy On-Demand for Founders Who Move Fast
03.
Advisory Support
Expert brand and marketing guidance when you need it—without a full-time CMO.
Monthly strategy calls for ongoing input on positioning, messaging, and growth strategy
Direct feedback on campaigns, retail strategy, and brand execution
Strategic accountability and momentum to keep your brand evolving with intention
Which Offer is Right for You?
Not sure where to start? Here’s how to decide:
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Each option is designed for a different level of support:
Brand Checkpoint:
Need sharp strategy fast? This 75-minute deep-dive gives you clarity, direction, and a custom roadmap—ideal if you're evolving, launching, or stuck.Custom Engagement:
If you're gearing up for a major shift—like a rebrand, go-to-market, or expansion—this is a full-scale strategic partnership tailored to your goals.Advisory Support:
For founders who want a strategic partner in their corner. Includes monthly calls, real-time feedback, and support on high-stakes brand and business decisions.
Still not sure?
Book a Brand Clarity Call and we’ll figure out the right path together. -
Nope! I work with challenger brands that are serious about growth, whether they’re just breaking into the market or scaling up. If you’re thinking strategically about how to position your brand to win, I can help.
If you're testing or pre-launch and need clarity fast: → Brand Checkpoint
If you want strategic input but aren’t ready for a full rebrand: → Advisory Support
If you're growing, shifting, or repositioning with big goals: → Custom Engagement
Still not sure? → Start with a Brand Clarity Call — we’ll figure it out together.
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Each offer is built around your momentum:
Brand Checkpoint
Diagnose + Plan
A one-time, 75-minute strategy session to get clarity fast. Perfect if you need an expert take on what’s working, what’s missing, and where to go next.For founders testing, pivoting, or prepping for a bigger move.
Custom Engagement
Build
A fully tailored brand strategy project—positioning, messaging, go-to-market, and more. Delivered over 6–12 weeks depending on scope.For brands launching, repositioning, or scaling with serious intent.
Advisory Support
Scale
Monthly calls + async feedback to guide your strategy and brand execution in real time. Like having a strategist on speed dial.For founders making high-stakes moves who want an expert brain on call.
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Yes! Many brands start with a Brand Checkpoint to get clarity fast before committing to deeper work. If we uncover opportunities that call for more hands-on work, you can roll that momentum into a Custom Engagement or Advisory Support. It’s designed to be flexible.
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Each offer delivers tangible, actionable outcomes you can immediately apply to your brand:
Brand Checkpoint:
A focused, diagnostic session with a clear, customized action plan. You’ll walk away with a summary of your brand’s biggest opportunities, what’s holding you back, and recommended next moves to sharpen your positioning and strategy.Custom Engagement:
A comprehensive, bespoke strategic blueprint. This typically includes refined positioning, messaging frameworks, competitive analysis, go-to-market strategy, and a tailored execution roadmap — built around your brand’s goals, stage, and market dynamics.Advisory Support:
Ongoing expert input through monthly strategy calls, direct feedback on your brand’s key moves, and real-time Slack/email access for decisions that can’t wait. You get a partner in your corner to help navigate growth, campaigns, and high-stakes brand decisions..
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No worries! If your needs don’t quite match one of these options, let's chat. Book a Brand Clarity , and we’ll talk through what’s going on. From there, I can help you figure out a custom solution or recommend the best next step. Every brand is different, and we’ll make sure we get it right for you.
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I specialize in strategy that sets your brand up for long-term success. I don’t offer execution (e.g., running ads, designing packaging), but I work closely with creative teams, agencies, and founders to ensure the strategy is implemented correctly.
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I focus exclusively on CPG and beverage brands. I’ve built and launched brands like Coke Zero, Apothic, and Evian—so if you’re in that space, I bring decades of expertise to the table.
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I only take on a few clients at a time to ensure deep, focused work. If you’re thinking about working together, let’s talk sooner rather than later.
Still have questions? Book a Brand Clarity Call
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Once you book, you’ll receive a confirmation email with your meeting link and a few quick intake questions. I’ll review those before our call so we can focus on what matters most during our time together.
Here’s How It Works
At The Outlier Initiative, every project is bespoke—crafted specifically to meet your brand’s unique needs, roadblocks, and goals. Whether you're looking for a comprehensive strategy overhaul or targeted communication support, I offer a flexible approach that delivers actionable insights and growth.
Start with a Brand Clarity Call
We’ll unpack your biggest challenge and get clear on what’s holding your brand back—so we can decide the best strategic path forward.
Receive a Custom Proposal
Based on what we uncover, I’ll create a tailored proposal aligned to your goals and stage—no templates, just what your brand actually needs.
We Get to Work
Once we align, we’ll dive into strategy and execution that sharpens your positioning, messaging, and go-to-market approach.
And here’s what the right brand strategy and positioning can do for you…
When you work with The Outlier Initiative, you're setting your brand up for consistent growth and financial stability. Our strategic approach ensures that you’re not just hitting short-term goals but building a foundation that allows you to reinvest, scale, and ultimately achieve your broader financial ambitions.
Longevity & Long-Term Growth
01.
Increased Brand Equity
02.
A well-positioned brand is one of the most valuable assets a business can have. We help you elevate your brand so it becomes a strategic asset—increasing your company’s overall valuation, whether you're preparing for growth, attracting investors, or planning a future exit strategy.
Competitive Advantage
03.
We don't do cookie-cutter. Our strategies give your brand a distinct competitive edge that allows you to command premium pricing, fend off competitors, and grow your market share. With us, you’ll stop playing catch-up and start leading the way in your category.
Confidence and Clarity
04.
Our tailored strategies are designed to give you a clear path forward, reducing uncertainty and equipping you with the confidence to make informed decisions. With The Outlier Initiative, you’ll never have to wonder if you're on the right track—we ensure you are.
Empowerment and Control
05.
By helping you overcome the challenges holding your brand back, we give you the tools and insights to take control of your brand's destiny. Our approach transforms uncertainty into proactive, strategic growth, empowering you to lead your business with clarity and purpose.
Hey there, I’m Courtney.
As a Certified StoryBrand Guide and marketing advisor, I’m trained to help your brand clarify its message so it connects with people. I focus on making sure what you're selling helps your customers solve a problem they care about—because when that happens, people pay attention and pull out their wallets. My approach is a proven way to get people to take action and grow your business.
How I’ve Already Done This for Other Brands…
(let’s add your BRAND to the list)
Built Coke Zero into a cultural icon by challenging the status quo with strategic re-positioning and the disruptive "Lawyers" Campaign.
Revolutionized the wine category with Apothic Red, taking it to #1 by changing the frame of reference and appealing to a new generation of wine drinkers.
Restored Clos du Bois to glory, driving it back to the top of its category and securing an Effie Award with a bold narrative shift.
Rejuvenated Dark Horse by validating its value in a fresh, innovative way, resulting in market-beating growth.
Brand Strategy Services for Growth-Stage Food and Beverage Brands
