Put the customer's business contribution at the centre
Build the message around what customers can accomplish, with operational efficiency supporting that story. For 2X, the brand challenge was to move from a behind-the-scenes operator helping CMOs do more with less to a growth partner, without losing the customer focus. Listening to employees and stakeholders, alongside examining competitors, informed the brand strategy.
The resulting idea, "The 2X Effect", expressed the capabilities 2X gives CMOs: delivering bigger results without bigger budgets and scaling teams without increasing headcount. The verbal identity shifted the conversation from cost-saving to business-building. Website content was reorganised around audience needs, with storytelling that put CMOs at the centre.
The practical lesson is to describe the customer's ambition first, then explain how your delivery model helps make it possible. A 2025 Deloitte finding, reported by Business Standard, found that among surveyed organisations represented by business and functional leaders in India across multiple industries, 28% prioritised greater business-strategy alignment from outsourcing partners, compared with 25% prioritising performance quality and 19% prioritising cost savings.
Sources: The 2X Effect: A Brand for Marketing’s Next Power Move