Superior Evolutionary Advantage - During the Positioning Sequence, we develop a target positioning or repositioning based on Brand Interview or Issue Interview research, analyzing your brand in the context of competing brands and their relative ownership of attributes in your business category. We then use scenario development and construct map analysis to propose and assess different alternative positionings and select the one with the best evolutionary advantage.

Collaborative and Based on Research - Positioning development is based on findings and analysis from one or more of our research solutions. During the Positioning Sequence, we work collaboratively with our clients to develop positioning.

A Basis for Strategy - A strong, simple, clearly understood positioning helps to communicate the fundamental elements of messaging and marketing communications internally, and it helps satisfied customers pass along their experiences to other potential customers. In this way, it forms the basis for all marketing communications and product development strategy. Future decisions can be evaluated by asking: "Does it fit our positioning?"

---

		Download Sample Positioning Sequence Report (PDF 72K)

The Positioning Sequence is appropriate for:

• Existing brands, products, or services

• Political candidates

• Competitive market analysis

Current Positioning Analysis
Current positioning, as evidenced by research, is examined and analyzed.

Scenario Development
Using data and material from research, different alternative plausible positioning scenarios are proposed.

Comparative Assessment
Each scenario, including the current scenario, is assessed by weighing pros and cons, within the context of available resources, movements of competitors, and limits of customer perception.

Target Positioning Recommendation
A target positioning is recommended. Depending on the specific brand being positioned, target positioning can be a reinforcement of the current positioning, a blend of elements from different proposed scenarios, or something completely different.