What this is
Category audits, perception studies and share of voice benchmarks. Positioning built on internal assumption is how brands end up promoting benefits customers do not care about.
What you get
Where it sits
What you stand for, said in a way a customer can repeat.
How we work on it
Positioning is the cheapest lever in marketing and the one most often skipped. A brand that cannot be described in a sentence a customer would repeat spends the rest of its budget compensating for that gap. This practice settles what you stand for before anyone spends on media.
Category mapping, perception study, internal interviews and competitive audit.
Category definition, proposition, and the reason to believe.
Verbal identity, visual direction and the message architecture.
Rollout, internal launch, and the guidelines the whole company can use.
Frequently asked
Eight to fourteen weeks to the position. Rollout across channels runs six months or more depending on retail and packaging.
We set the direction and commission or brief the design. Where a brand already has a mark that works, we usually recommend keeping it.
Some form of it, yes. Positioning built on internal assumption is how brands end up describing benefits their customers do not care about.
Also in Brand Strategy & Positioning
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