Our
Execution
Our Workflow
POSITIONING EXECUTION
End-to-End Process
We apply insights from the Appreciative Discovery to help clients execute the brand position, including incremental test-and-validate measurements throughout, to ensure the positioning strategy is correct and effective.
Our methodical approach provides a well-grounded basis to determine which marketing tactics are most appropriate to achieve objectives, while ensuring all communications reinforce your competitive position in the minds of prospects.
Expressing the brand position consistently in a common identity is of utmost importance. What's especially vital is to ensure the position itself - that "one thing" that sets your brand apart from others - is stated in the simplest possible form, preferably in fewer than five words (which may even serve as a tagline).
In addition, the brand identity may include enhancements for your logo, color palette, communication theme, core message, tagline, and/or other forms of creative expression to communicate and reinforce your unique position in the minds of prospects.
Advertising, Marketing & PR. We use the same insights to develop a complete brand execution for our clients that is fully grounded in the positioning strategy. Fundamentally, the position determined then prescribes the direction, focus and core messages for all advertising, marketing and PR activities in the long term. Thus, it is possible to establish common, consistent guidelines for these activities going forward.
Performance Measurement. With consistent execution, it's very important to monitor and measure perceptions associated with the brand positioning to ensure that the effect desired is being achieved. This step is an integral part of the brand positioning process, to identify opportunities for reinforcement or clarification that provide value appreciation.