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HICO Group

Positioning for HICO Group

Repositioning a Swiss-based data consultancy

Positioning

Messaging

Branding

Meet HICO Group

HICO helps enterprise data leaders master AI-driven, data-led decision-making. With a team of expert consultants and strategic partnerships, HICO transforms complex data challenges into actionable insights. Their end-to-end consultancy ensures companies can break data silos, improve decision-making, and future-proof their data strategy. Given its ever-growing mix of services, proprietary products and technology partnerships, the team of HICO came to us for guiding their repositioning and guidance of launching a new corporate website.

Data-Driven Decision-Making

Companies are sitting on mountains of data, yet struggle to turn it into clear, actionable insights. From fragmented systems to talent shortages, the road to a truly data-driven business is filled with obstacles. HICO bridges that gap with expert consultancy, guiding enterprises through data transformation without getting lost in complexity.

1

Stage 1

Data-Driven Decision-Making

2

Stage 2

Positioning Workshop

We ran a strategic workshop to sharpen HICO’s market positioning and messaging:

Category Definition – Clarified where HICO stands in the market: Intelligence Powerhouse for Data & AI
Target Segment & Ideal Customer Profile (ICP) – Defined the right industries and roles to focus on: Large enterprises, data leaders in DACH region
Decision-Making Unit (DMU) – Mapped out champions, influencers: CIOs, Heads of Data & Analytics, CFOs
Key Use Cases – Uncovered the real-world problems HICO solves: Breaking data silos, AI-driven decision-making, BI adoption
Competitive Landscape – Benchmarked against alternative solutions: Accenture = too broad, Informatec = too niche, HICO = right balance)
Capabilities & Benefits – Outlined what makes HICO uniquely valuable: Customer-centric consulting, deep expertise, proprietary frameworks
Unique Value Proposition – Distilled the essence of HICO’s differentiation: End-to-end intelligence consulting that makes clients master AI-driven decision-making

3

Stage 3

Messaging & Copy

We turned strategy into powerful messaging:

Crafted a homepage headline that instantly conveys HICO’s impact.
Structured a value proposition that resonates with enterprise data leaders.
Simplified complex ideas into scannable, engaging content that converts.

4

Stage 4

Homepage Evolution

We applied the refined positioning to create a website that works:

Redesigned the homepage to clearly guide visitors through HICO’s value.
Strengthened calls to action to drive engagement and conversions.
Aligned visuals and messaging to reinforce trust and credibility.

HICO Group

The Problem

Unclear Message – Visitors couldn’t quickly grasp what HICO does.

Unclear Message – Visitors couldn’t quickly grasp what HICO does.

Unclear Message – Visitors couldn’t quickly grasp what HICO does.

Unclear Message – Visitors couldn’t quickly grasp what HICO does.

Unclear Message – Visitors couldn’t quickly grasp what HICO does.

Too Broad – The site lacked a sharp focus on its core audience.

Too Broad – The site lacked a sharp focus on its core audience.

Too Broad – The site lacked a sharp focus on its core audience.

Too Broad – The site lacked a sharp focus on its core audience.

Too Broad – The site lacked a sharp focus on its core audience.

Overly Technical – Messaging was jargon-heavy and hard to digest.

Overly Technical – Messaging was jargon-heavy and hard to digest.

Overly Technical – Messaging was jargon-heavy and hard to digest.

Overly Technical – Messaging was jargon-heavy and hard to digest.

Overly Technical – Messaging was jargon-heavy and hard to digest.

Weak Differentiation – The site didn’t emphasize what makes HICO unique.

Weak Differentiation – The site didn’t emphasize what makes HICO unique.

Weak Differentiation – The site didn’t emphasize what makes HICO unique.

Weak Differentiation – The site didn’t emphasize what makes HICO unique.

Weak Differentiation – The site didn’t emphasize what makes HICO unique.

Confusing Navigation – Information was scattered, making it hard to follow.

Confusing Navigation – Information was scattered, making it hard to follow.

Confusing Navigation – Information was scattered, making it hard to follow.

Confusing Navigation – Information was scattered, making it hard to follow.

Confusing Navigation – Information was scattered, making it hard to follow.

Generic CTAs – Calls to action weren’t compelling enough to drive leads.

Generic CTAs – Calls to action weren’t compelling enough to drive leads.

Generic CTAs – Calls to action weren’t compelling enough to drive leads.

Generic CTAs – Calls to action weren’t compelling enough to drive leads.

Generic CTAs – Calls to action weren’t compelling enough to drive leads.

The Solution

Clear, focused messaging – Visitors immediately understand HICO’s value.

Clear, focused messaging – Visitors immediately understand HICO’s value.

Clear, focused messaging – Visitors immediately understand HICO’s value.

Clear, focused messaging – Visitors immediately understand HICO’s value.

Clear, focused messaging – Visitors immediately understand HICO’s value.

Stronger differentiation – HICO’s unique strengths are front and center.

Stronger differentiation – HICO’s unique strengths are front and center.

Stronger differentiation – HICO’s unique strengths are front and center.

Stronger differentiation – HICO’s unique strengths are front and center.

Stronger differentiation – HICO’s unique strengths are front and center.

Improved user experience – Navigation is seamless, making key info easy to find.

Improved user experience – Navigation is seamless, making key info easy to find.

Improved user experience – Navigation is seamless, making key info easy to find.

Improved user experience – Navigation is seamless, making key info easy to find.

Improved user experience – Navigation is seamless, making key info easy to find.

Actionable CTAs – Stronger, clearer calls to action encourage engagement.

Actionable CTAs – Stronger, clearer calls to action encourage engagement.

Actionable CTAs – Stronger, clearer calls to action encourage engagement.

Actionable CTAs – Stronger, clearer calls to action encourage engagement.

Actionable CTAs – Stronger, clearer calls to action encourage engagement.

Stronger positioning – The homepage clearly speaks to enterprise data leaders.

Stronger positioning – The homepage clearly speaks to enterprise data leaders.

Stronger positioning – The homepage clearly speaks to enterprise data leaders.

Stronger positioning – The homepage clearly speaks to enterprise data leaders.

Stronger positioning – The homepage clearly speaks to enterprise data leaders.

More engaging copy – Content is concise, structured, and compelling.

More engaging copy – Content is concise, structured, and compelling.

More engaging copy – Content is concise, structured, and compelling.

More engaging copy – Content is concise, structured, and compelling.

More engaging copy – Content is concise, structured, and compelling.

Our commercial assets finally reflects who we are and the impact we deliver. It speaks directly to our ideal customers, making it easier for them to see how we can help. Joost’s process brought the clarity we needed to communicate our value effectively.

Bastian Lossen

Managing Director

Bastian Lossen

Managing Director

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