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Strategic studio for premium consumer brands navigating structural inflection.

Founder-led. Operator-built. Deliberately few.

Stone staircase before a gridded glass wall
01 Work

What we build.

Our mandates are private by design. These are the systems behind them.

How a brand enters a new category without losing its center. Positioning, naming, portfolio structure. The discipline behind the AlphaTauri extension.

01
View Brand stretch logic

The range, the tiering, the lifecycle. Product lines engineered to survive margin pressure and international rollout, from first concept to market.

02 View Product ecosystem

Pricing ladders, channel segmentation, margin discipline. Quality of revenue beats quantity of volume, by design and tier by tier.

03 View Commercial architecture

Intelligence installed where it creates leverage: product development, merchandising, demand planning. The brand's identity stays off limits.

04 View AI integration layer

Moving a brand up the ladder without abandoning the customer who built it. Technical credibility translated into premium permission.

05
View Performance-to-premium

Scatter is expensive; sequence compounds. We read where demand already lives, anchor the region in one market, and time every move.

06 View Market entry sequencing

The AlphaTauri brand extension we built for Red Bull is taught at London Business School
and Harvard. It received a German Innovation Award. Tavassoli, N. (2022). Red Bull Spreads its Wings. LBS Case CS 22 016 · Full recognition and sources

Operating context

Brands, retail partners and sports properties from two decades of operating roles at Red Bull, AlphaTauri, Puma and Intersport International.

AlphaTauri Red Bull Ferrari Porsche BMW Ducati
Puma Nike Under Armour Salomon The North Face ASICS
Columbia Vans 2XU Intersport International Formula 1 FIFA
UEFA FIGC RB Leipzig Red Bull Racing Red Bull Salzburg Sporting Lissabon
Selfridges KaDeWe Galeries Lafayette Rinascente Nordstrom Isetan
Lodenfrey Oger Vakkorama Red Bull New York SAT VfB Stuttgart
02 Where mandates begin

Which one is yours?

Choose yours. Before we meet, you receive a written first read of your situation. Complimentary.

Several at once, or one of your own?

Describe yours →
03 Studio

Operator-led. By design.

CRANCC is led by Murat Acevit, former Chief Product Officer of AlphaTauri and Red Bull Global Consumer Products. He co-built Red Bull's premium fashion venture from launch to profitability and steered product across the group's wider consumer portfolio.

Before that, operating roles at Puma and Intersport International. Product, brand and commercial, always together, never in isolation.

The studio works founder-led, with curated specialist collaboration. Mandates are selected, not stacked.

Murat Acevit

Founder, CRANCC

Practice
I

Brand Architecture

Positioning, naming and portfolio structure for entering new categories without losing your center.

II

Product Strategy

Range, tiering, price ladders and lifecycle economics, engineered to scale internationally.

III

Commercial Systems

Pricing, channel and margin machinery. Installed, not advised, so your team runs it after we leave.

IV

AI Transformation

AI where it creates real leverage. The brand's identity stays off limits, because it cannot be automated.

Engagement
01

Executive Sparring

Monthly strategic partnership with founders and CEOs navigating brand, product or commercial inflection.

Two structured sessions per month. Ad-hoc access between.

Six-month minimum. By application.

02

Strategic Mandate

Defined-scope engagement on a specific structural question: repositioning, brand extension architecture, international expansion, exit readiness.

Founder-led, specialist-supported.

Decision-ready, scoped to the question.

03

Venture Partnership

Long-form collaboration with founders building category-defining premium brands.

Hybrid structure: retainer plus equity component.

Maximum two parallel engagements.

04 Signals

The studio's public record of thinking.

Most brand extensions fail on a single misread: what customers actually license the brand to do. An operator's analysis of the mechanics behind successful category moves. Published in English and German.

Read Vol. 01

A price ladder is not a pricing exercise. It decides who is allowed into a brand, what the brand means at each altitude, and where its ceiling sits, and the ceiling is set by category authority rather than by ambition. Published in English and German.

Read Vol. 02

Withdrawing from wholesale only protects a price if the house has something to withhold. Nike, Dr. Martens and Birkenstock ran the same experiment on their own distribution. Only one of them got the result the theory promised. Published in English and German.

Read Vol. 03

A limited release buys a queue, not a price. Swatch, VF, adidas and Rolex show what that queue is worth, how long it lasts, and who keeps the premium once the rate is set by somebody else’s plan. Published in English and German.

Read Vol. 04
Vol. 05The Product Prices the PartnershipNovember 2026
Vol. 06December 2026
Get each edition the morning it publishes.
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A confirmation email is on its way to . Signals starts once you click the link inside it.

05 FAQ

CRANCC is a founder-led strategy studio for premium consumer, fashion and performance brands. We work on brand architecture, product strategy, commercial systems and AI transformation, at the point where growth meets identity.

Founders building category defining premium brands, boards repositioning established names, and investors preparing brands for their next chapter. Mandates are selected, not stacked.

Our mandates are private by design. What we can show publicly: the AlphaTauri brand extension our founder co-led as Chief Product Officer is taught at London Business School and Harvard, and our thinking is published in Signals.

With a written inquiry describing the structural question you are working through. We respond to qualified inquiries within 24 hours and begin with a focused conversation, not a pitch deck.

Executive Sparring runs on a monthly retainer with a six month minimum. Strategic Mandates are scoped and priced per question, built to be decision-ready. Venture Partnerships combine retainer and equity.

Signals is our numbered editorial series, six editions per year. It documents how premium brands actually behave under category extension, pricing pressure and market entry. It is the studio's public record of thinking.

06 Contact

Strategic conversations begin with clarity.

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