What Fountainhead does

Fountainhead Brand Strategy is a professional services consulting firm founded in 2008 and headquartered at 315 Wisconsin Avenue in Madison, Wisconsin. The firm combines brand strategy with custom qualitative and quantitative consumer research methodologies to serve enterprise consumer brands across diverse industries including online retail, organic food, fast casual restaurants, baby food, luxury goods, condiments, lawn and garden, cereal, and meat/protein.

The company's core offerings include Brand Health tracking, Voice of the Customer research, Soul Purpose Positioning, New Product Development Pipeline, Portfolios with Purpose optimization, Notable Naming, Brand Stretch, Ethnographies, and Implicit Research. These services are powered by proprietary methodologies including the Brand Heart-to-Heart concept-testing platform, the Pipeworks innovation process, the Kitchen Confessions verbal diary technique, and Implicit Measurement Tools that leverage reaction-time analysis and visual stimuli to capture subconscious consumer responses.

Fountainhead operates under a project-based professional services revenue model, engaging clients through direct sales and senior-led consulting engagements. Since 2015 the firm has been operated by Hiebing, a Madison-based full-service brand development and marketing firm, which provides additional talent and operational resources. The company does not publicly disclose pricing or revenue and currently focuses exclusively on the United States market.

Name

Fountainhead

Legal name

Fountainhead Brand Strategy

Website

https://fountainheadstrategy.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

1–10 employees

Short description

Fountainhead Brand Strategy is a Madison, Wisconsin-based professional services consulting firm that combines brand strategy with custom qualitative and quantitative market research to deliver proprietary consumer insights for enterprise consumer brands across multiple industries.

Ownership category

akta.pro rank

Headquarters

HQ city

Madison

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Brand Strategy Consulting: Professional services consulting engagement model providing brand strategy, market research, and consumer insights services to brands. Work is delivered through project-based engagements with senior-level consultants.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Fountainhead is a brand strategy and market research consulting firm that delivers professional services including brand positioning, consumer insights research, new product development pipeline strategy, portfolio optimization, brand naming, and implicit research. The firm combines qualitative and quantitative research methodologies, including proprietary tools such as Brand Heart-to-Heart and Pipeworks, to uncover deeper consumer truths and develop actionable brand strategies for consumer brands.

Product overview

Fountainhead is a brand strategy and market research consulting firm offering a suite of interconnected professional services. The core offerings include Brand Health tracking, Voice of the Customer research, Soul Purpose Positioning, New Product Development Pipeline (powered by the proprietary Pipeworks methodology), Portfolios with Purpose, Notable Naming, Brand Stretch, Ethnographies, and Implicit Research. These services are delivered through proprietary methodologies such as the Brand Heart-to-Heart concept-testing platform and leverage online insight communities to provide actionable consumer insights for brand strategy decisions.

Differentiator

Problem solved

Functional benefit

Products and services

• Brand Health Quantitative tracking of brand awareness, trial, and emotional connections with consumers, including competitive positioning analysis and ongoing brand health monitoring studies for consumer brands.
• Voice of the Customer Custom Voice of Customer research using online discussion communities and real-time feedback mechanisms to uncover deep consumer insights and trends for brands.
• Soul Purpose Positioning Brand positioning strategy focused on uncovering the unique emotional value a brand provides to consumers, including target motivation analysis, brand rationale development, and brand nature definition.
• New Product Development Pipeline Innovation pipeline strategy powered by the proprietary Pipeworks guided process, identifying innovation opportunities that align with existing products and brand equity, including concept optimization and consumer testing.
• Portfolios with Purpose Portfolio optimization service ensuring each brand has a meaningful reason to exist and that products support brand logic, including acquisition integration support and relaunch strategy.
• Notable Naming Data-driven brand and product naming process using emotional consumer insights to develop strategic naming pathways and memorable names for new products and brands.
• Brand Stretch Brand growth strategy service that identifies natural extension opportunities and boundaries, helping brands expand into new product categories while maintaining credibility and fit.
• Ethnographies In-home and observational research methodology visiting consumers in their natural environments to understand real usage contexts and decision-making processes around brands and products.
• Implicit Research Implicit measurement services using visual stimuli and reaction time analysis to uncover subconscious consumer motivations and emotional responses that explicit research methods cannot capture.

Quantifiable outcome

• Over 1,600 names created in notable naming process for a cereal brand case study
• +1 more outcomes

Named customers9 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• HiebingcoreStrategic or Co-development PartnerHiebing is a full-service brand development and marketing firm based in Madison, Wisconsin. Fountainhead partnered with Hiebing in 2015 (seven years after founding in 2008) to support growing demand for Fountainhead's services. Hiebing operates Fountainhead Brand Strategy on their behalf. This partnership provides additional talent and resources to reinforce Fountainhead's commitment to uncovering business-building insights.

Scale indicators1 record

Recent moves5 records

Expansion highlights3 records

Market position

Weaknesses5 records

Competitive moat2 records

Customer concentration

• LinkedInlinkedin.com/company/fountainhead-brand-consulting

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Fountainhead