The Positioning Sequence involves developing a target positioning or repositioning based on results from Brand Interview attribute research. The Positioning Sequence delivers a complete view of how your customers see your brand, from as many angles as possible. It analyzes your brand in the context of competitors' brands and their relative ownership of brand attributes in your business category. And it uses scenario development to test different alternatives and select a target Brand Positioning with a superior evolutionary advantage.

Applications
The Positioning Sequence has applications in the following areas: marketing communications, CRM, and product development.

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		Download Sample Positioning Sequence Report (PDF 72K)

Positioning Sequence deliverables include:

1. Brandscaping
Brandscaping determines who we'll be interviewing about your product, company, or issue.
• Assessment of current and potential customer groups
• Determination of the optimal mix of groups to include in the Brand Interview
• Email list development

2. Brand Interview Design
We work closely with you in this phase to design the Brand Interview:
• Interview objectives
• Customer incentives
• Choosing Brand DNA components and competitive offerings to test
• Interview scripting
• Customer Interview recruitment through opt-in response

3. Brand Interview and Data Collection
Brand Interviews are conducted with people selected from representative customer and brandscape segments specific to your industry. Interviews are done by telephone, in conjunction with our proprietary web-based solution.

4. Positioning Scenario Development
• Alternative positioning scenarios
• Comparative analysis

5. Brand Positioning Report
• Selection of most robust positioning scenario
• Refinement of Positioning Equation
• Target Brand Positioning recommendation
• Indications for the Brand Program Sequence