Case · Positioning and story
Beweeg Wijs
A new positioning, brand and website for an organisation that uses movement for development, behaviour and connection.
Case · Driftawave
Driftawave: from brand book to growth engine, in two months.
- Sector
- Team retreats and company offsites, across Europe
- What we did
- Positioning, go-to-market and execution, as interim Marketing, Brand & GTM Strategist
- Solution
- Strategy to execution
- Team
- Nona
- Period
- Since summer 2026, ongoing
- Website
- driftawave.com
From challenge to execution
Challenge
A strong product, but no complete brand yet and no route to market the team could repeat every week.
Positioning
The real alternative is not the competitor, but organising it yourself or putting it off. That set what the brand had to prove.
Brand and go-to-market
A complete brand book, target groups and a GTM plan with a 90-day sprint.
Execution
A CRM with triggers and account scores, landing pages per target account and a fixed weekly rhythm.
Result: In the first two months the account database grew almost tenfold and visibility in Google more than doubled, according to the founder.
The starting point
Driftawave organises team retreats, company offsites and workations for remote-first teams. A Dutch company selling across Europe, led by its founder.
The challenge
A strong product, happy customers and a founder with a clear sense of what the company should be. What was missing was a complete brand to convey that, and a route to market the team could repeat every week.
“The results came fast. In her first two months our account database grew almost tenfold, our Google visibility more than doubled, the pipeline keeps growing, and our founding GTM sales team is set for a fast ramp-up.”
The approach
Nona started with the question of what Driftawave is really up against. Not the competitor, it turned out, but the alternative buyers choose themselves: organising it themselves, or putting it off. That set what the brand had to prove.
On that foundation she built the go-to-market strategy: a few deliberate growth routes, and just as deliberately what Driftawave does not do. She then set up the systems to execute that strategy every week, from the CRM to the pages where buyers land.
What changed
Within two weeks the first complete brand book was in place, now the foundation for everything that follows. Then came the target groups, the GTM plan and the systems to execute it.
In the first two months the account database grew almost tenfold and visibility in Google more than doubled. Those figures come from the founder of Driftawave. A larger account database is an intermediate result: more accounts to approach deliberately, not yet revenue. The pipeline keeps growing, and the new sales team can ramp up quickly.
Delivered:
- brand book and positioning
- target groups, personas and a buyer scoring model
- GTM plan with a 90-day sprint and a fixed working rhythm
- CRM set-up with triggers and account scores
- personalised landing pages per target account
- a target account list of 1,000 accounts for sales
- inbound tools for buyers, such as an ROI calculator
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