Your brand isn’t competing on product. It’s competing on identity.
Contruence uses Moore’s Razor to turn your brand into a tool for identity transformation.
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About Contruence
Welcome to the Identity Economy
Products don’t create loyalty. Identity does.
Consumers don’t just buy products. They buy self-expression, self-worth, and transformation.
The new competitive advantage? Identity relevance.
Yet most brands are misaligned with who their consumers are becoming. That gap is costing them loyalty, revenue, and relevance.
Moore’s Razor: Identity is the Strategy. Everything Else is Execution.
You don’t need another positioning deck. You need to close the Identity Gap.
Moore’s Razor is how.
It’s a decision-making lens that cuts through noise and focuses your brand around the only thing that matters - your customer’s aspirational identity.
Our frameworks help you diagnose, close, and capitalize on that gap - so your brand becomes essential, not just seen.
We help brands become identity engines.
Contruence delivers high-impact strategy and execution through:
Find out why your message isn’t landing - and how to fix it.
- Identity Gap Audit – Why aren’t you winning the customers you should?
Build a message your customer sees themselves in.
- Brand Identity Sprint – a 2-4 week workshop to sharpen positioning and messaging
Turn insight into scalable action.
- Identity Infrastructure Engagement – align product, marketing, and experience with identity insight
Bring identity to the boardroom.
- Executive Advisory – boardroom counsel on how identity drives equity, loyalty, and scale
meet michael boulware moore
Founder, Contruence | Creator of Moore’s Razor
I help brands win the new game - where identity, not product, is the battlefield.
After decades building brands across culture, heritage, and commerce, I developed Moore’s Razor:
“Identity is the strategy. Everything else is execution.”
I work with CMOs, founders, and boards to close the Identity Gap - transforming vague positioning into emotional precision and cultural relevance.
Brand is not storytelling. Brand is identity transformation.
Let’s build something that actually matters.
Contact Us
Your consumer's identity is evolving. Is your brand keeping up?
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