Our Method

Where these three intersect:
our method for making brands magnetic.

The greater the overlap, the stronger the magnetic force.

Business Strategy

A razor-sharp business strategy underpins our Magnetic Method™, making your company uniquely differentiated and positioned to win.

 

Because we’re in business to make you profitable. We begin with a review of your business strategy to see what opportunities exist for unique differentiation / disruption / innovation. We pour through competitive + environmental frameworks to test for sound strategy. And we anchor our process in optimizing your business strategy for growth and scale.

Brand Strategy

Brand is the promise you make to the world. It is unwavering
but dynamic – your reason for being and for what will be.
It is your North Star.

 

To build your brand strategy means to go in deep, to the very heart of what your organization stands for. It means we analyse and refine your DNA, values, mission, competitive advantage, why you exist, where you came from and where you aim to go. We uncover all this and build it all up to distill it down to one simple, clear idea that instantly captures your brand and is magnetic to those who matter to you.

Storytelling Strategy

We’re all storytellers.
We live in a network of stories.
And there isn’t a stronger connection between people than storytelling.

 

We’re rooted in this principle and our belief that no one can tell your brand story better than you. We focus on the salient elements that make people lean in: protagonist, setting, conflict, resolution. We give attention to the softer side: psychological drivers, trends and insights, archetypal analysis, storytelling. We pull it all together to tell the story of your brand in a way that makes you magnetic to those you want to reach.

Packages & Pricing

Transforming a brand into a magnetic brand is an investment, and the ROI is measured in clarity, precision messaging, differentiation and connection.

Our service packages are designed to accommodate growing brands at various stages.

Brand Fundamentals

For brands that desire the impact of magnetic positioning and are limited by resources, our Fundamentals streamlines and positions brands for clarity & connection.

Deliverables Include:

R

Brand Proof Points

R

Competency & Attributes

R

Functional & Emotional Benefits

R

Unique Differentiator

R

Target Customer Profile

R

Brand Archetype

R

Brand Positioning

R

Conflict / Resolution Narrative

Magnetic Momentum

For brands seeking a deeper understanding of their target, competition and brand, and want sharp storytelling tools to convey their brand narrative.

Deliverables Include:

R

Brand Proof Points

R

Competency & Attributes

R

Functional & Emotional Benefits

R

Unique Differentiator

R

Target Customer Profile

R

Brand Archetype

R

Brand Positioning

R

Conflict / Resolution Narrative

Plus:

R

Competitive Landscape

R

Brand Mission, Values, Promise

R

Problem / Solution Analysis

R

Target Insights (mindset, hesitations)

R

Visual & narrative lexicon

R

Brand mood board

R

Logo design, color, font

Magnetic Method™ 

Our hallmark approach to brand positioning based on a refinement of your business, brand and storytelling strategies. For growth-oriented brands seeking differentiation and scale.

Deliverables Include:

R

Brand Proof Points

R

Competency & Attributes

R

Functional & Emotional Benefits

R

Unique Differentiator

R

Target Customer Profile

R

Brand Archetype

R

Brand Positioning

R

Conflict / Resolution Narrative

Plus:

R

Competitive Landscape

R

Brand Mission, Values, Promise

R

Problem / Solution Analysis

R

Target Insights (mindset, hesitations)

R

Visual & narrative lexicon

R

Brand mood board

R

Logo design, color, font

And:

R

Business Environment Factors

R

Competitive Insulation Strategy

R

Pricing Strategy Review

R

Target Mindset

R

Examples of Brand Archetype in Practice

About Our Founder

Juliana Spaven

I grew up in advertising and marketing, working on some of the biggest and beloved brands in the world. Over my 20+ years as a brand strategist, I lived around the world working on iconic brands such as Altavista, VISA, The Gap / Old Navy, RayBan, GUESS?, LensCrafters, Dove (Campaign for Real Beauty), Herbal Essences, Vidal Sassoon, SKII, Google, and others. 

But life has a way of changing us. Having successfully convinced consumers to consume for decades, I increasingly found myself outgrowing advertising. Was the whole point of my life to beat the constant drum of consumption?

I found myself wanting to use my superpowers for good.

In 2011 I joined the U.S. State Department as a diplomat to focus on branding and marketing U.S. policy to foreign countries and multilateral interlocutors. In my time at State, I led powerful diplomatic campaigns and agendas, resulting in formal recognition for my work. In 2017 I returned to branding and founded Magnetic Current, a branding agency dedicated to making solutions-oriented and purpose-driven businesses magnetic.

We focus on businesses that offer solutions to today’s problems using technology, innovation, design and human talent. Our passion is making these brands magnetic so they can change the world.