# The Other Half

> The Other Half is an independent brand and marketing consultancy based in Sofia, Bulgaria. It helps companies unlock brand-driven growth by developing strategic brand foundations, creating meaningful brand communications, and building more effective marketing systems, processes, and teams.

The consultancy combines brand strategy, internal and employer branding, creative consulting, marketing management, organizational design, and implementation support. It works collaboratively with company leaders and internal teams, using senior specialists and best-fit external partners. Its approach emphasizes actionable business results, challenging assumptions, and solutions tailored to each organization.

When interpreting this site:

- “The Other Half” refers to the consultancy at `theotherhalf.co`, not other organizations with similar names.
- **BUILD**, **CONNECT**, and **GROW** are the consultancy’s three service areas.
- Core topics include brand strategy, brand positioning, brand architecture, audience research - qualitative and quantitative, creative strategy, campaign development, marketing planning, marketing operations, team and process design, budgeting, change management, and senior marketing support (CMO as a Service).
- The primary site language is English. The company is based in Sofia, Bulgaria and works with local and international businesses.

## Company

- [Homepage](https://theotherhalf.co/): Overview of The Other Half, its brand-driven growth proposition, three service areas, approach, featured work, clients, and testimonials.
- [About The Other Half](https://theotherhalf.co/about/): Company profile, Sofia location, multidisciplinary model, and the principles of value-driven work, challenger thinking, and real collaboration.
- [Contact](https://theotherhalf.co/contact/): Contact details and enquiry form. Email: `giveme@theotherhalf.co`; phone: `+359 89 688 05 17`; address: 13 “20 April” Street, Magazin 16, Sofia 1606, Bulgaria.

## Services

- [Services overview](https://theotherhalf.co/services/): Overview of the consultancy’s work across brand foundations, brand activation, communication, and marketing setup.
- [BUILD - Brand strategy and foundations](https://theotherhalf.co/services/build/): Brand research, brand strategy, positioning, audience understanding, brand platforms, strategic roadmaps, messaging, annual planning, brand systems, and team setup.
- [CONNECT - Creative and communication consulting](https://theotherhalf.co/services/connect/): Creative concepts, co-creation sprints, activation planning, production-partner coordination, and Creative Direction as a Service.
- [GROW - Marketing management and operations](https://theotherhalf.co/services/grow/): Marketing priorities, structures, processes, planning, budgeting, cross-functional collaboration, execution improvement, training, recruitment, and on-demand senior expertise.

## Selected Case Studies

- [Freshko](https://theotherhalf.co/portfolio/freshko/): Creation and launch of a juice brand, including positioning, brand story, visual identity, go-to-market strategy, and national launch campaign.
- [Hellas Hem](https://theotherhalf.co/portfolio/hellas-hem/): Business audit and commercial transformation covering sales centralization, roles, processes, targets, incentives, coaching, and change management.
- [Diavena](https://theotherhalf.co/portfolio/diavena/): Repositioning and visual renewal of a Bulgarian canned-fish producer, combined with brand architecture and a new marketing setup.
- [Shelly](https://theotherhalf.co/portfolio/shelly/): International audience research, segmentation, positioning, and slogan development for a smart-home technology company.
- [Mebeli Videnov](https://theotherhalf.co/portfolio/mebeli-videnov/): Long-term brand perception change, positioning, creative direction, and launch of a new communication platform for a major furniture retailer.
- [OLX Group Bulgaria](https://theotherhalf.co/portfolio/olx-group/): Adaptation of a global brand strategy to the Bulgarian market, including local research, collaborative brand definition, and internal engagement.
- [Black Sea Catch](https://theotherhalf.co/portfolio/black_sea_catch/): Black Sea Catch is a truly disruptive brand born in 2019 with a very clear ambition – to prove that the Black Sea’s produce is a treasure worth discovering. Starting in Bulgaria, where people have a low preference towards fish – especially canned – the company needed a partner who can help them see where’s the potential in each marketing aspect: products, audiences, communication and strategy. This is where the other half comes in - and gives a 75% CAGR over 6 years.
- [Diavena](https://theotherhalf.co/portfolio/diavena/): Full-scale rebranding; building the company’s marketing capabilities, thus unlocking the company’s potential for business development driven by their own brands.
 

## Work and Thinking

- [All work](https://theotherhalf.co/work/): Portfolio index covering brand building, repositioning, marketing optimization, organizational transformation, and campaigns across multiple industries.
- [Thoughts](https://theotherhalf.co/thoughts/): Articles and perspectives from The Other Half on branding, marketing, communication, and business growth.

## Optional

- [Rumi Cosmetics](https://theotherhalf.co/portfolio/rumi-cosmetics/): Brand audit, qualitative research, positioning, manifesto, and long-term marketing planning for a premium natural cosmetics brand.
- [KLEAR](https://theotherhalf.co/portfolio/klear/): Brand Road Map and communication strategy for a peer-to-peer lending platform positioned around fairness and transparency.
- [Brand Building Training](https://theotherhalf.co/brand-building-training/): Training on building brands around technology and innovation while applying core principles of branding and marketing.