Why We Changed Our Positioning (And What It Means for Our Clients)

For three decades, we’ve helped companies in healthcare and engineering clarify their positioning and accelerate market adoption. We’ve sharpened countless brand strategies, translated complex innovations into compelling narratives, and created content that turns stakeholders into advocates.

But here’s what we hadn’t done: apply that same rigor to ourselves.

Our previous positioning—”Make your mark“—was aspirational and energizing when we created it. But over time, we realized it didn’t capture what we actually do or why it matters in today’s market.

So we did what we ask our clients to do: we challenged our assumptions, listened to the market, and got clear about our value.

The result is our new positioning: Making complexity clear for every stakeholder.

Here’s the thinking behind it.

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More Than Words: Why Language Barriers Are Intersectional

In public health, language is often treated as a technical issue. Translate the leaflet, subtitle the video, tick the compliance box, job done. But my research shows that language barriers are rarely just about language. They are deeply intersectional, shaped by who people are, where they come from, and what the system expects of them.

By Kadija Bouyzourn

During my PhD, I studied multilingual health communication in Brussels, with a focus on Moroccan-background communities, particularly speakers of Darija and Amazigh. What I found is that language exclusion is layered, not linear. It intersects with literacy, gender, digital access, trust, and colonial legacies. These barriers don’t exist in isolation. They compound.

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