Positioning
In simplest terms, your brand's positioning is what the brand stands
for in the customer's mind. So it is crucial for marketers to understand how their brand is
perceived relative to its competitive set of brands. Our data-driven strategic insights can help
you identify the key components of a successful brand positioning:
- Target market definition
- Determination of the
correct competitive set
- Development of a unique sales
proposition
Market Segmentation
The age of the mass market has been waning for some time now. Markets have become increasingly fragmented; and
in recent years we have even seen the rise of the "Long Tail," reflected in businesses such as Amazon, Netflix,
iTunes, and eBay, and now increasingly important even to traditional retailers.
Customers may differ by demographics, lifestyle, attitudes, media and shopping/channel preferences, etc. The
need for accurate, actionable market segmentation and targeting is greater than ever; and our data-driven,
analytic- and research-based segmentation solutions can help you navigate this dynamic, fragmented landscape
successfully.
Brand Differentiation
Having a distinctive brand image is even more important today than in the past. We offer a full array
of research- and analytic-based solutions to help you understand how your brand is perceived relative to
competitors and, even more important, what to do about it.
These solutions might include, among other things, Awareness, Attitude and Usage studies that can be used both
for market definition and ongoing brand/advertising tracking; perceptual mapping; and at the communications
stage, assistance with promise/concept development and testing, to help ensure that your messaging is not only
on-strategy but also memorable, distinctive and persuasive.
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