THE LUXURY BRAND STRATEGY AGENCY
SUM is a London-based partner to founders, brand leaders, and investors building the next generation of luxury brands.
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We work at the intersection of clarity and emotion - defining what a brand stands for, and why it matters. From positioning and narrative to naming and architecture, we create strategic foundations built for long-term value.
Over the past two decades, we have supported globally recognised names including Jimmy Choo, Victoria Beckham, La Perla, Annabel’s - and heritage brands like Banham, where craft and legacy meet modern relevance.
WHAT MAKES A LUXURY BRAND STRATEGY WORK
Luxury strategy is not about shouting louder. It is about knowing exactly what to say - and when to say nothing at all.
In a crowded and competitive market, the strongest brands are defined by a clear sense of purpose, expressed with restraint and intelligence. They offer meaning, not just messaging -and build deep emotional connection through clarity, consistency, and craft.
STRATEGY-LED, CLARITY-DRIVEN
Our strategy work typically includes:
Brand positioning – defining purpose, values, audience, and competitive difference
Narrative development – building the brand story that connects everything
Naming systems – for brands, products, or collections
Architecture – structuring brands, product tiers, and sub-identities
Tone and voice principles – ensuring consistency across teams and channels
Strategic frameworks – bespoke tools to guide growth and expression
This work often underpins brand identity, packaging, campaigns, and digital experience.
WORK THAT SPEAKS FOR ITSELF
PARTNERS IN BRAND STRATEGY
FREQUENTLY ASKED QUESTIONS
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We define what a brand stands for - clearly, credibly, and creatively. That might include positioning, narrative, naming, and architecture, depending on the need.
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Luxury strategy requires greater nuance and emotional depth. It is not just about clarity - it is about building desire, trust, and meaning. Luxury brands need a reason to exist, and a reason to engage.
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Our scope usually includes brand positioning, narrative, naming, architecture, and tone of voice. We also offer tailored frameworks to guide internal teams and future decisions.
INSIGHTS
