Positioning Scenarios - After collection and analysis of customer input, we begin to form a coherent picture of positioning. We advance different plausible scenarios for Brand Positioning, focusing on customers' "mental shorthand" - their tendency to simplify brand differentiation in the broadest terms possible.

Scenario Evaluation - We then weigh the implications of each scenario, test their pros and cons, their relative probability of success and the resources required to execute them properly.

Recommendation - We then select the winning Brand Positioning, the final result of the Positioning Sequence, provide a Brand Positioning evaluation, and offer preliminary strategic recommendations for the Brand Program Sequence.