Stop competing. Start positioning.
We help you carve out the space only you can own – where your brand isn’t “better,” it’s different in a way that actually matters. Strategic brand positioning that turns your edge into defensible territory.
Most brands
don’t lose on product. They lose on positioning.
You’ve built something valuable. The product works.
But when prospects compare you to competitors, you sound similar.
✖ You’re competing on features, not position
✖ Customers see you as “just another option”
✖ Your differentiation exists, but you can’t articulate it
You don’t need better marketing. You need brand positioning services that turn what makes you different into territory no one else can claim.
Because the brands that win don’t fight for the same space.
They own different ground. That’s strategy.
That's what we build.
Who We Are
We're a brand positioning consultancy that believes differentiation is a decision, not an accident.
Founded by ex–PUMA, Disney, and Warner Bros. brand exec Oana Leonte, unmtchd. brings the brand positioning discipline to businesses and brands that want to grow with meaning, not just marketing.
Because “better” is a race you’ll never win. “Different” is a position you can defend.
unmtchd. Brand Positioning Services
We help you:
Define your competitive position
Most brands react to competition. We help you position proactively. We map your market, identify white space, and carve out the territory where you’re not just better – you’re the only logical choice.
Clarify who you're for (and who you're not)
Weak positioning tries to serve everyone. Strategic brand positioning makes deliberate choices. We help you define your ideal customer with precision – then position in a way that attracts them and repels everyone else.
Articulate your differentiation
You know you’re different. Your team knows. But can you say it in one sentence? We help you crystallize your unique value into language that’s clear, defensible, and impossible to confuse with competitors.
Map your competitive landscape
You can’t position in a vacuum. We analyze your category – direct competitors, indirect alternatives, emerging threats – then identify exactly where you should play to win on your terms, not theirs.
Build positioning that scales
Great brand positioning isn’t static. We create positioning frameworks that work today and evolve as you grow – whether you’re entering new markets, launching new products, or shifting strategy entirely.
Position your brand against giants
You’re not Nike. You’re not Disney. Good. We help you position in a way that makes size irrelevant – finding the intersection, the niche, the edge that makes you unmatchable regardless of budget.
Our brand positioning services don’t stop at statements. We help you build positioning strategy that shows up in every decision – product, pricing, partnerships, messaging – and compounds into long-term competitive advantage.
Our Brand Strategy Proprietary Process:
The unmtchd.™ IP Stack
A 3-step framework to turn your differentiation into defensible market position.
Codify Your Differentiation
We start by extracting what makes your brand unmatched: your origin, your methodology, your beliefs, your intersection. Then we analyze your competitive landscape not to copy what works, but to identify the white space. This becomes your positioning foundation. The territory only you can claim.
Build Your Position
From differentiation, we design strategy. We craft your brand positioning statement, define your target audience (and who you exclude), structure your proof points, and create the narrative that connects it all. Not just words on a page. A strategic framework that guides every business decision.
Scale Your Territory
Strong brand positioning compounds when it’s lived consistently. We help you activate your position – training your team, applying it to key assets, ensuring every touchpoint reinforces the same strategic territory. The result? A brand position that becomes more defensible the longer you hold it.
unmtchd. Brand Positioning
1:1 Positioning Strategy
Custom positioning work or ongoing guidance tailored to where your brand needs to go next.
Competitive Mapping & White Space
Make sense of where competitors play, where they don’t, and where you can own territory they can’t touch.
Collaborative Positioning Workshops
Deep-thinking sessions to unpack your edge, map the competition, and craft positioning that actually differentiates.
Repositioning & Evolution
Help you shift position as your market changes or your ambition grows—without erasing what you’ve built.
Optional access to the unmtchd. community and tools
We’re a small, intentional brand positioning consultancy.
You work directly with Oana to find the territory only you can own, defend the position that makes you unmatchable, and build strategy that turns differentiation into long-term competitive advantage.
How Our Brand Advisory Works
DISCOVER.
Find your white space.
Most brands position by looking at competitors and trying to be slightly better. We start by looking at you – what you believe, where you come from, what you’re uniquely good at – then map where that intersects with market opportunity. That’s your positioning territory.
What you get:
Clarified competitive edge: your unique differentiation and positioning territory
Audience clarity + competitive/category landscape analysis
Position-led strategic framework
Positioning foundation (value proposition, competitive frame, proof points)
Market opportunity mapping (white space, category gaps, strategic positioning)
A tailored positioning roadmap for what to own next
👉 Perfect for brands feeling stuck, misaligned, or ready for their next chapter.
DEFINE.
Claim your space.
Over 6-12 weeks, we build your brand positioning strategy – your differentiation, your audience, your competitive frame, your proof. Not a deck you present once. A strategic framework that guides product decisions, pricing strategy, partnership choices, and every word you say.
What you get:
Strategic positioning statement and competitive differentiation
Target audience definition and positioning for key segments
Signature positioning framework (your unique intersection or category position)
Positioning playbook to guide internal alignment
Messaging hierarchy, proof architecture, and competitive response system
Market entry or repositioning activation plan (if relevant)
👉 Ideal if you’re rebuilding internally, aligning a growing team, or preparing for scale.
DEPLOY.
Make it stick.
Positioning only works when you live it consistently. We help you activate your position—website, pitch materials, team training, product roadmap. Every touchpoint reinforces the same space, making your differentiation clearer over time.
What you get:
Monthly check-ins or ad hoc positioning guidance with Oana
Competitive strategy and positioning feedback
Positioning refinements as your market shifts
Internal workshops for teams (e.g., how to talk about your position, competitive context)
Pre-launch positioning reviews and campaign audits
Strategy for new markets or category moves
Roadmap for staying consistent as you scale
👉 Best for founders and brand leads who want a long-term partner in their corner as they evolve.
Who We Work With
LEGACY brands
Brands with equity but outdated positioning – or brands entering new markets where your old position doesn’t translate. You need to evolve without erasing decades of trust.
Founders
Visionary founders launching into competitive markets who refuse to play by someone else’s rules. You need a brand positioning consultant who helps you carve your own space, not fight for theirs.
Brand/marketing leads
Marketing leaders tasked with repositioning, differentiation, or competing against bigger budgets. You need strategic clarity, not just louder messaging.
We also work with early-stage brands defining position for the first time. If you know you’re different, we can help you prove it.
You Also Get Platform Power
Being an unmtchd. brand positioning client means more than just consulting.
You join an emerging platform designed to sharpen your strategic edge:
- Exposure to our community of brand-first strategists and positioning thinkers
- Strategic content distribution across LinkedIn, YouTube, and live sessions
- Collaboration opportunities with other category-defining brands
- Access to top-tier brand strategy and competitive intelligence talent
- Even at this early stage, unmtchd. is designed as a multiplier.
“I’ve spent 20 years building beloved global brands like PUMA and Disney, brands that earn trust, spark emotion, and create real impact. Now I help founders and brand teams do the same – crafting stories, systems, and experiences that people don’t just buy into, but believe in.”
Oana Leonte – founder of unmtchd.
Work with Us
We advise legacy and consumer brands on IP, brand ecosystems, and cultural strategy to help future-proof the business, unlock new revenue streams, and build lasting relevance.
What We’ve Helped Build So Far
Provided brand strategy consulting fora fashion founder on brand architecture ahead of a new product line
Co-created a new narrative for a product founder launching a brand extension into community
Worked with a heritage brand to modernize messaging without losing authenticity
Guided a content creator through launching her brand as a scalable product ecosystem
Helped a wellness startup reposition from features to founder-led storytelling through brand advisory
Mapped the brand ecosystem of a D2C founder with overlapping offers and unclear hierarchy
Partnered with a sportswear startup to define its IP stack and brand world ahead of investor outreach
Supported a beauty brand in defining their brand voice for Gen Z expansion
What People Say
Niall Cleaver
Since the very start of Cupsly, Oana has been there guiding me. She hasn’t just given advice, she’s helped shape the brand into what it is today. From the way we think about growth to the long-term foundations we’ve put in place, her input has been game-changing.
Klarissa Rother
I had a strong vision but no clear direction. My brand, my offer, my message all felt like a blur.
With Oana, we clarified my positioning, my offer, and my marketing strategy – fast and to the point.
Adriana Caliri
Oana is pure genius. She doesn’t just “do branding”, she sees your business through the eyes of the people you want to serve, and helps you shape it so they instantly connect. We spent three powerful days creating our brand IP, and she and her team will be by our side all year.
Avital Eusgeld
Oana is such a breath of fresh air. She has the best energy and posses so much wisdom. Our consulting session was PACKED with actionable tips and advice and I came away knowing exactly what my next steps were. 10/10
Alexandra Lewandrowski
Oana is an outstanding marketer. Her strategic approach, creativity, attention to detail coupled with empathy, integrity and dedication to her team and colleagues make it an absolute pleasure to work with her. Watch this space.
Thomas Josnik
I highly recommend Oana for her exceptional drive, energy, and innovative mindset. Her boundless energy and forward thinking mindset consistently propel projects forward, while her relentless determination inspires those around her.
Ken Kralick
Oana is truly a gem of a person and a strong marketeer. She is thoughtful, considerate and genuinely kind to those around her. She’s also strong in her trade. We worked together on many initiatives and through it all, Oana was always weeding through the various potentials to highlight and then drive the best products with a strong story to tell for the brand.
Pauline Beroud
Oana has a deep understanding of the retail fashion industry, from trending, product conception to go-to-market strategy; both at local and European level. She is always on the look out for what’s next, making her a real value for any fashion brands.
Laurent Taieb
Oana’s expertise in the apparel area with focus on mass market and fast fashion retailers alike was a great part of our success in the development of our franchises in Spain. She has a strong background in sales as well as product development with huge experience in licensing across various other product categories.
Let’s Build Your Brand
This is not for everyone. But if you’re tired of competing on someone else’s terms – if you know the right position could change everything – then let’s talk.
Or, start inside the Unmtchd. Collective and build with the community: