FOCUS: BRAND ENGAGEMENT DROP | AUDIENCE: STEWARDS OF PLATEAUED BRANDS
BY: SHOBHA PONNAPPA | BRAND BREAKTHROUGH STRATEGIST | 45 YEARS | 125+ CLIENTS
I helped an AI consultancy realise that attention without trust can stall conversions, despite brand visibility.
The AI consultancy enjoyed tremendous visibility in its domain. Their webinars, panel talks, and LinkedIn posts drew a large following, generating impressive levels of engagement. But when it came to conversions, the results were consistently disappointing. The brand seemed admired but not acted upon, leaving its leaders puzzled.
High interest without subsequent contracts pointed to a conversion bottleneck. Audiences were curious about the possibilities of AI but did not feel sufficiently reassured to invest. The consultancy had unintentionally built a perception of thought leadership without reinforcing its role as a practical, hands-on partner. This imbalance created hesitation at the critical decision stage.
I saw that the consultancy’s content over-indexed on big-picture futurism. Their storytelling was inspiring, but it didn’t provide the grounded reassurances decision-makers craved. Leaders of plateaued brands often face scrutiny from boards and investors; they need clarity of ROI and tangible pathways to value. The AI consultancy’s brilliance came across as distant rather than supportive.
The insight was simple: inspiration without implementation is not enough. Their potential clients wanted more than bold predictions about AI’s promise. They needed evidence of feasibility, proof of integration, and demonstrations of early wins. Without this, even enthusiastic engagement could not cross the line into meaningful commitment.
My breakthrough was to reposition the consultancy as a risk navigator rather than a futurist. Instead of dazzling with innovation-speak, the consultancy needed to centre its messaging around de-risking AI adoption. This reframing turned fear into opportunity, making conversations about AI less intimidating and more actionable.
The big idea was to become the trusted bridge between aspiration and reality. By showing how complex AI adoption could be simplified, the consultancy gained credibility as a partner ready to walk alongside clients, not just stand on stage and speak to them. This unusual shift gave the brand a powerful new lens through which to drive momentum.
The new strategy was to build messaging around clarity, proof, and reassurance. Every piece of communication needed to combine authority with practical steps. The consultancy stopped focusing on being the loudest voice in the room and instead focused on being the clearest, most calming voice that leaders could rely on.
A significant move was to reshape the consultancy’s case studies and thought leadership. They were rewritten to highlight specific ROI outcomes, implementation timelines, and client experiences. This gave prospective clients the confidence to invest, knowing that the consultancy not only understood AI theory but could also deliver measurable results.
Here are 10 strategic ideas developed (and several executed) to support the new brand direction:
ROI-Focused Case Studies: Showcasing measurable impact, such as cost savings, productivity gains, or compliance assurance.
Integration Walkthroughs: Step-by-step articles demonstrating how AI tools can be embedded within existing business workflows.
Risk Mitigation Guides: Downloadable resources highlighting common pitfalls in AI adoption and how the consultancy prevents them.
Client Video Testimonials: Candid accounts from early adopters explaining the consultancy’s role in making AI adoption smooth.
ROI Calculator Tools: Interactive web tools where prospects could estimate financial gains from specific AI projects.
Boardroom Deck Templates: Professionally designed decks that decision-makers could use to convince their boards with confidence.
AI Readiness Checklists: Free diagnostic checklists to help leaders assess where they stand before adoption.
Compliance and Ethics Briefings: Authoritative content on how the consultancy safeguards legal and ethical risks.
Industry-Specific ROI Reports: Customised content showing AI’s practical value within sectors such as healthcare, retail, and logistics.
Implementation Diaries: Blog series showing week-by-week project progress, illustrating transparency and delivery discipline.
A 40% increase in conversion rates from exploratory calls to signed contracts.
Average deal size rose by 25% as confidence in long-term ROI grew.
Web leads requesting “risk clarity sessions” doubled within the first quarter.
The consultancy’s LinkedIn following converted into a steady pipeline of qualified B2B leads.
CONFIDENTIALITY CAVEAT: This case study represents a confidential engagement. For privacy, specific brand identifiers, campaign names, and project phases have been withheld. It has been shared with permission while preserving client discretion.
If you’re an investor seeking momentum for your portfolio brands, this Case Study Post I wrote could interest you: “When a Salad Chain Offered Variety but Tasted of Confusion.“
And if you’re a solo expert looking to sharpen traction, this Case Study Post I worked on may resonate: “When a Nutrition Expert Talked Light Bites but Billed for a Feast.“
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