About

Changing Times Require Changing Approaches

Originally established in 1999, Chameleon Strategies is an innovative Strategy Think Tank, leveraging best of breed technologies, agencies, and experts from all over the world, in order to helps clients to create strong relationships with customers through engagement and service innovation.  Chameleon Strategies helps clients adapt to change and lever electronic media, digital marketing channels, and social media by being aware of changing consumer trends and sustainability issues for profit and competitive edge.

Our domain focus: destination marketing organizations, enterprises and associations engaged in travel, tourism, hospitality and sport.

Our mission: to stimulate our clients’ imagination; facilitate organizational change, support their resolve to stand apart from the crowd; and lead rather than follow.

As a trusted advisor and sounding board for our clients, we fill a void in the marketplace between strategic consulting firms who typically lack an understanding of the web 2.0 world and interactive agencies that lack both business rigor and corporate strategy competency. We understand the subtleties of how technology and the web are changing the business landscape and are unique because of our extensive experience at the cutting edge of the digital economy.

Led by established strategist and change agent, Jens Thraenhart, Chameleon Strategies Inc. acts as a change agent, catalyst, enabler and coach for travel destinations and travel & hospitality businesses.

It is the chameleon’s sensitivity and intelligence that enables it to adapt to changing external conditions. The unique combination of skills, perspective and expertise within Chameleon Strategies’ core team has generated a unique  approach to problem solving - a WISE approach - that applies four powerful attributes:

  • WISDOM that occurs when insight, curiosity and experience combine to make sense of the seemingly chaotic, contradictory and confusing signs and trends.
  • Effective INNOVATION that occurs when wisdom combines with imagination and an understanding of what’s possible to generate a fresh perspective.
  • Innovative STRATEGY-MAKING that happens when the right questions are asked; when lesson are learned from completely different business domains; and when all unexamined assumptions are scrutinized and questioned.
  • Effective EXECUTION that ensures detailed tactical plans support the strategic vision, all parties are in alignment and receive the support needed to follow through.

Why Chameleon?
CONSULTING

This species knows how to read the signs, have a unique stereoscopic 360 degree vision, sense its environment and adapt ahead of its predators. Given the uncertainty and volatility of the day, it’s vital that enterprises understand and harness the change forces that are shifting the way business is conducted, value is created and products and services are sold. This is not incremental change - an extension of the familiar - but transformative change, a journey into the unknown.

Chameleon Strategies provides a range of services in the form of consulting projects, advisory retainers, and service on boards, venture incubation and project management. Competencies include:

  • Strategic Trend Analysis and Impact Assessment
  • Scenario Mapping
  • Market Analysis
  • Conceptual Development
  • Destination & Business Planning
  • Branding and Concept Development
  • Digital Marketing Strategy & Execution
  • Social Media Marketing Strategy
  • Customer Engagement
  • Culture Mapping & Employee Engagement
  • Organizational Change
  • Sustainable Strategies - preparing for a low carbon economy
  • China Market Entry Strategy & Execution

Our Changing Times
SPEAKING

In 1999, the world feared a so-called Millennium Bug would disable all computers. While that bug never materialized, other crises loomed large.  By 2008, we had witnessed the destruction of the World Trade Centre; experienced a global food and a global financial crisis, and been warned of potential climatic catastrophe. Change on such a scale suggests transformative forces at work that demand  a whole new way of thinking and being.

Global Network
EVENTS

A global economy, connected at the speed of light, requires people with a global perspective.  With personnel living and working in Europe, USA, China and Canada, Chameleon Strategies is designed to connect clients with customers and channels across the planet.