Pointy Deals was a successful B2B flight specialist with over 1 million flights booked, but their brand was causing confusion. By calling themselves a “Travel Concierge,” they were attracting the wrong customers and misrepresenting their service. Our mission was to undertake a complete strategic repositioning, clarifying their unique value proposition to transform them from a misunderstood product into a premium B2B service for the corporate travel market.
The core challenge was a fundamental disconnect between the brand’s identity and its business model. The “Travel Concierge” moniker attracted unqualified B2C leads, while their core skill of finding great deals was perceived as untrustworthy “flight-hacking” in a market that demands reliability. We needed to eliminate this brand confusion and reposition them from a commoditized product into a trusted, premium service that clearly communicated its value to corporate clients.
We executed a strategic pivot from a broad B2C product to a premium B2B service focused exclusively on corporate travel. This involved changing the name from Pointy Deals to Pointy Flights—a subtle but crucial shift that retained brand equity while signaling specialization. By embracing this niche as expert “flight-specialists” in a market of generalists, the brand gained immediate traction and authority, leading to a 127% year-over-year revenue growth spurt.
CUT THRU helped us create a trusted travel brand in a tainted category filled with fly-by-nighters (literally).Chananya Bineth, CEO, Pointy Travel
The brand was repositioned from a generic B2C product to a premium B2B service for corporate travel. The name was changed from Pointy Deals to Pointy Flights, a subtle but crucial shift that retained brand equity while signaling specialization. By creating an identity for expert “flight-specialists” in a market of generalists, the brand gained immediate traction and authority, establishing a clear, valuable position in the corporate travel sector.