What we do

First The Trousers Then The Shoes Inc. (First The Trousers or FTT for short) is a brand strategy and innovation boutique dedicated to helping start-ups and established corporations realize their business potential and grow their brands. We do so by helping our clients:

  1. Re-frame the way they look at their business to help them identify new growth opportunities and better structure their brand and product portfolios,
  2. Identify and understand their most promising consumer segments,
  3. Create compelling positioning platforms and brand stories for new and existing brands,
  4. Translate their brand stories across channels.

We help solve business, branding and communication problems. We guide our clients to look beyond the obvious and see their  business and brand from a fresh perspective. We believe in always combining analytic rigor with creative problem solving while working very closely with our clients. And through it all, we stay wholly focused on the desired business result.

Below are some of the recent problems and questions we’ve helped solve and answered for our clients.

Growth & Innovation

How can I meaningfully reframe the category I am in, in order to generate business growth and escape the diminishing return of my innovation cycle?
How many brands do I need to best capitalize on my various consumer segments while being able to tell my brand story in a consistent way?
How can I re-structure, align and manage my product portfolio more efficiently?
How can I grow my business by identifying white space opportunities and turning those into viable product opportunities?
How can I best optimize my innovation and go-to-market process?
What innovation guidelines should my future product innovation strategy follow?

Targeting & Consumer Understanding

What values and behaviors define a specific consumer sub-culture and how can my brand regain relevance and play a more meaningful role within that culture?
What is the ideal target audience for my brand and what defines them?

Brand positioning & storytelling

How do I position my company to be able to thrive in our fast-moving, quickly changing category?
How can I optimize, improve and add more substance to my existing brand positioning platform with the objective to tell a richer more engaging story?
My current positioning didn’t help achieve or business objectives. How can I best re-position my brand to re-gain momentum in the marketplace?
How can I best evolve my brand positioning platform with the objective to identify a truly unique space in an increasingly cluttered category while staying true to the brand’s core?

Channel specific communication strategies

What is the most effective part of my brand story to convert potential buyers at point of sale?

Wonder if we might be the right fit and partner for you? Contact us to find out.

Wonder what it is like to work with us? See what some of our clients say. We are proud of our 100% referral rate and intend on keeping it at 100%.