We decode the identity signals that shape choice so brands deepen connection, sharpen preference, and unlock outsized growth.

Identity is the new battleground for brand growth.

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How We Help Leaders Win

Problem
Most organizations think they have a marketing problem. They actually have an identity problem.

Insight
Consumers choose based on who they believe they are becoming, not just what they need today.

Consequence
Brands that miss these identity shifts fall behind, lose relevance, and give up pricing power and loyalty.

Our Advantage
Contruence helps leaders see where consumer identity is moving and align their brand to stay ahead of it.

Identity drives behavior. Most brands barely tap its power.

Our Frameworks - Built on Decades of Experience

Moore’s Razor

The Identity Economy

Identity is the strategy. Everything else is execution.

A clear identity strategy simplifies decisions, accelerates alignment, and unlocks new growth opportunities. It is the fastest route to relevance and economic performance.

The Identity Economy

Value flows to the brands that help people become more of who they want to be.

"Manufactured" emotion can entertain consumers. Identity-driven emotion transforms them. Brands that help people feel closer to who they want to be earn disproportionate relevance, loyalty, and pricing power.

The Identity Gap

Identity Alignment

The space between who your consumer is today and who they aspire to be.

Great brands close this gap. They deliver deeper emotional and economic value and capture the upside others miss.

Identity Alignment

Ensuring your brand, product, experience, culture, and marketing deliver one coherent identity promise.

When alignment is strong, growth accelerates. When it breaks, strategy stalls.

Services - Clear, Outcome-Oriented, Identity-Led

Identity Gap Audit (IGA)

Identity Infrastructure Engagement

Identity Gap Audit (IGA)

This reveals the identity shift already reshaping your market and shows what you must do to stay relevant.

Three weeks, high impact.

A diagnostic that reveals how consumers see you today, where their identity is heading, and what you must do to stay relevant.

You get clarity, direction, and a roadmap for closing the gap quickly. It reveals the risks you can’t see and the opportunities hidden in plain sight.

Brand Identity Sprint

Identity Infrastructure Engagement

Identity Gap Audit (IGA)

This sharpens your brand into a precise identity-led strategy your team can rally behind and execute fast.

Four weeks to sharpen your brand and accelerate team alignment.

A working sprint that turns vague positioning into precise identity-led strategy.

Your team leaves aligned, decisive, and ready to execute. It gives leaders alignment and conviction at the exact moment they need it most.

Identity Infrastructure Engagement

This builds the identity-driven strategy and systems your brand needs to compete, differentiate, and grow long term.

Deep advisory for leaders ready to transform how their brand competes.

We work with senior leaders to build identity-driven strategy, strengthen relevance, deepen consumer connection, and create long-term competitive advantage.

This is where brands stop reacting and start leading.

Executive Advisory

For Museums, Cultural Institutions, and Nonprofits

Identity Infrastructure Engagement

This gives leaders clear, identity-led guidance in moments when judgment, alignment, and conviction matter most.

Counsel for CEOs and boards navigating identity alignment, stakeholder behavior, cultural relevance, and moments of strategic inflection.

This combines the discipline of an operator with the clarity of a strategist. You get judgment shaped in Fortune 50 brands and heritage institutions, with the candor of a real operator.

For Museums, Cultural Institutions, and Nonprofits

This helps mission-driven organizations clarify their meaning, deepen emotional connection, and inspire lasting support.

Identity isn’t just for consumer brands.

Mission-driven institutions get help clarifying how they create meaning, connect emotionally, and inspire support.

Identity becomes a tool for meaning, momentum, and long-term sustainability.

Meet the Contruence Founder, Michael Boulware Moore

Founder, Contruence | Brand Strategist | Identity Pioneer

Michael Boulware Moore has spent his career leading brands, building institutions, and shaping strategy across commerce, culture, and the public sector. He has run organizations, advised CEOs and boards, raised more than one hundred million dollars, and led teams in corporate, nonprofit, and heritage environments.

His work spans global brands like Coca-Cola, CPG icons like Jell-O, sports apparel with the NHL, cultural institutions, and high-growth ventures.

Across every role, one insight proved constant.
Identity drives behavior. It shapes how people choose, how they engage, and how they stay connected.

Contruence brings this perspective to senior leaders who need clarity, relevance, and economic performance. The firm integrates experience from global brands, heritage institutions, philanthropy, CPG, apparel, and technology into a single identity-led strategic approach.

Michael founded Contruence to help organizations use identity as their strongest lever for growth. Leaders work with him when they need sharper insight, stronger alignment, and the ability to compete at a higher level.

Testimonials

“Michael builds strategic solutions that cut through noise and avoid consulting speak. He brings ownership behavior, clarity, and focus to every engagement.”
— CEO & Board Chair, F1000 Company

“Michael helped us see our consumers with new precision. His perspective reshaped our strategy and gave us a clearer, more identity-driven path forward.”
— President, Mid-Market CPG Company

“Michael connects vision, strategy, and execution in a way that improves performance. He challenges assumptions and helps leaders unlock value they couldn’t see.”
— CEO, Consumer + CPG

“Michael’s deep understanding of branding and consumer behavior rises to the top. Every conversation brings new insight, sharper thinking, and a more strategic path forward.”
— Founder & Product Creator

Identity is the new battleground for brand growth.

How We Help Leaders Win

Identity drives behavior. Most brands barely tap its power.

BUILT ON DECADES OF LEADERSHIP

Our Frameworks - Built on Decades of Experience

Moore’s Razor

The Identity Economy

The Identity Economy

The Identity Economy

The Identity Economy

The Identity Economy

The Identity Gap

Identity Alignment

Identity Alignment

Identity Alignment

Identity Alignment

Identity Alignment

Services - Clear, Outcome-Oriented, Identity-Led

Identity Gap Audit (IGA)

Identity Infrastructure Engagement

Identity Gap Audit (IGA)

Brand Identity Sprint

Identity Infrastructure Engagement

Identity Gap Audit (IGA)

Identity Infrastructure Engagement

Identity Infrastructure Engagement

Identity Infrastructure Engagement

Executive Advisory

For Museums, Cultural Institutions, and Nonprofits

Identity Infrastructure Engagement

For Museums, Cultural Institutions, and Nonprofits

For Museums, Cultural Institutions, and Nonprofits

For Museums, Cultural Institutions, and Nonprofits

HOW WE WORK: SENIOR-LED, PURPOSE-BUILT TEAMS

Founder-Led Strategy

Founder-Led Strategy

Founder-Led Strategy

Bespoke Senior Teams

Founder-Led Strategy

Founder-Led Strategy

Pure Expertise

Founder-Led Strategy

Pure Expertise

Meet the Contruence Founder, Michael Boulware Moore

Founder, Contruence | Brand Strategist | Identity Pioneer

Recognized by Leading Global Media for Insight and Expertise

Testimonials

Contact Michael

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