1. Facts over feel: A brand positioning helps you compete in the market today. It reflects the unique advantages of your business. Advantages that people are willing to pay for. A company’s purpose operates on a longer time horizon and often adopts the fuzzier (and undifferentiated) language of the future - ‘making the world a better place.’ Customers want to know why they should choose you over your competitors. Your positioning provides the answer.
2. Brand as O/S: In most categories, the product or service experience is the strongest driver of perceptions, not the ads. To accelerate adoption, make sure your brand positioning does more than just provide inspiration for advertising. Our positioning frameworks serve as an operating system for your business. We unlock your hidden advantage and connect it with your story, signature moves, style and service. That way your advantage is ‘expressed’ across every customer encounter.
3. A decision filter: Challengers can outsmart larger players by focusing energy on the few key areas that produce the greatest rewards. This requires discipline and saying no to lots of opportunities and only pursuing those that make the most of your advantages. Our positioning frameworks help employees understand your business strengths, align people around them and operationalize them so that they can serve as a filter for decision making.
4. Creative strategy: Sometimes it’s hard to see what sets your business apart. Other times, larger, well-known competitors ‘own’ many of the dominant themes and drivers of the category. Our secret sauce is knowing how to inject well-reasoned imagination into the strategic process to unlock your company’s hidden advantages, reframe potential weaknesses into strengths and even create entirely new categories out of thin air.
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Brand narrative and slogan
Purpose, mission, vision
Portfolio and architecture