Mother Elephant

We're the value-creation company. Pioneering clarity consulting since 2015.

We're the value-creation company. Pioneering clarity consulting since 2015.

We articulate your purpose, amplify your values, and accelerate your impact.

("Not another branding agency!")

Mother Elephant

We're the value-creation company. Pioneering clarity consulting since 2015.

We articulate your purpose, amplify your values, and accelerate your impact.

("Not another branding agency!")

Brand clarity. Business reality

Bringing purpose-driven strategies to life across the entire shared value chain.

Since 2015, we’ve helped leaders and teams around the world turn brands into living operating systems. Unleashing corporate purpose, driving strategic alignment, and delivering better, more meaningful outcomes for people, planet, and profit.

Contact us today!

Who we’ve worked with says something

Brand Bhutan logo
Brand Bhutan logo
Brand Bhutan logo
Brand Bhutan logo
Brand Bhutan logo
Brand Bhutan logo
Brand Bhutan logo
Brand Bhutan logo
Brand Bhutan logo
Brand Bhutan logo
Brand Bhutan logo
Brand Bhutan logo
Brand Bhutan logo
Brand Bhutan logo
Brand Bhutan logo
Brand Bhutan logo
Brand Bhutan logo
Brand Bhutan logo
Brand Bhutan logo
Brand Bhutan logo
Brand Bhutan logo
Brand Bhutan logo
Brand Bhutan logo
Brand Bhutan logo
Winner
Leading laurel icon
Leading laurel icon

Best corporate
rebrand

Best corp
rebrand

Trailing laurel icon
Trailing laurel icon
CorpComms Magazine
Winner
Leading laurel icon
Leading laurel icon

Best global
rebrand

Trailing laurel icon
Trailing laurel icon
REBRAND 100®
Winner
Leading laurel icon
Leading laurel icon

Best brand
consultancy

Trailing laurel icon
Trailing laurel icon
Acquisitions International

Our brand now reflects the care and commitment we bring to every stakeholder.

Our brand now reflects the care and commitment we bring to every stakeholder.

ZMZM Society Avatar
ZMZM Society Avatar

Chairperson

ZMZM Society

An inspiration to people of our country, and safeguard to our national identity.

An inspiration to people of our country, and safeguard to our national identity.

Royal Kingdom of Bhutan Flag
Royal Kingdom of Bhutan Flag

Joint Secretary

Government of Bhutan

Newfound brand strength makes us a better police force.

Newfound brand strength makes us a better police force.

Singapore Police Force Crest
Singapore Police Force Crest

Commissioner

Singapore Police Force

See how we help deliver clarity

Clarity isn't just seen

Clarity is always felt and measured.

Our Brand Value Creation (BVC) model connects purpose, culture, and delivery to create lasting impact and value. BVC uses six indicators, serving as both a baseline diagnostic and an ongoing scorecard.

Purpose

Where everyone understands who you are, what you stand for, and why you exist.

Strategy

Where your value proposition and positioning are clearly defined and meaningfully different.

Governance

Where decisions and operations align with your strategy in both timing and intent.

Culture

Where your values and behaviours are consistently lived across the organisation.

Experience

Where employees, customers, and partners experience your brand exactly as intended.

Performance

Where financial and social outcomes are best measured, reported, and improved.

Align purpose with performance

Brand clarity. Business results

Where brand is clear, impact is felt. Socially and financially.

Clarity aligns people, focuses strategy and culture, and leads to better decisions. Fact.

30%

Increase in engagement.

25%

Faster decision-making.

20%

Rise in people's satisfaction.

Brand clarity. Business results

Where brand is clear, impact is felt. Socially and financially.

Clarity aligns people, focuses strategy and culture, and leads to better decisions. Fact.

30%

Increase in engagement.

25%

Faster decision-making.

20%

Rise in people's satisfaction.

Rethink brand as an operating system

Rethink brand as an operating system

An integrated system that translates ideals into strategies into actions.

We do this by focusing on three areas of shared value creation:

Articulate

What, who, why

Brand clarity assessments

Strategy architecture

Institutional philosophy

Brand governance

Amplify

How, when

Value propositions

Identity-experience design

Culture alignment

Brand behaviours

Accelerate

How well, how fast, how far

Impact modelling

Adaptive AI systems

ESG integration

Impact measurement

See clarity in action

Not sure where to start?

Engage teams with a brand clarity assessment.

Firstwater's clarity assessment benchmarks your organisation against six indicators and provides strategic recommendations to help you prioritise next steps within just 14 days.

Discover your clarity gaps

Young female marketer engaging in online brand training session on laptop
Young female marketer engaging in online brand training session on laptop
Young female marketer engaging in online brand training session on laptop
Young female marketer engaging in online brand training session on laptop

Not sure where to start?

Engage teams with a brand clarity assessment.

Firstwater's clarity assessment benchmarks your organisation against six indicators and provides strategic recommendations to help you prioritise next steps within just 14 days.

Discover your clarity gaps

Insights to inspire

Stay ahead with original thinking on clarity, purpose, and impact.

The leadership challenge in times of change

Most organisations say they value brand. But in practice, they still treat it as marketing’s responsibility.

When IP walks out the door

Why Gulf CEOs must treat intellectual property (IP) as a strategic asset, not soft power

Why AI could make or break your brand

Lessons from social media’s rise, fall, get back up again.

Featured by

CNN International
CNN International
FastCompany
FastCompany
Financial Times
Financial Times
New York Times
New York Times
New York Times
WSJ
WSJ

See what’s shaping strategy today

Get in touch

Ready to talk clarity?

Ready to talk clarity?

Just fill in the form below and we'll get back to you in a jiffy.

Copyright © Firstwater Advisory FZ LLC

Firstwater actively supports UN SDGs 9, 12, and 17

Copyright © Firstwater Advisory FZ LLC

Firstwater actively supports UN SDGs 9, 12, and 17

Copyright © Firstwater Advisory FZ LLC

Firstwater actively supports UN SDGs 9, 12, and 17