Our Philosophy
In our view, competitive positioning is at the core of the most successful business strategies because it defines the ‘promise’ that the company is making to consumers, business customers and all other important constituencies. This compelling 'promise' results in a significant competitive advantage by . . .
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Creating sustainable competitive differentiation by building upon the company’s uniqueness and core competencies
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Driving preference among consumers, partners and other constituencies
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Focusing all company initiatives on fulfilling the 'promise'
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Increasing the effectiveness of all communications
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Providing a rallying point for employees - something they can commit to and take pride in
However, a commonly-held misconception is that competitive brand positioning and brand strategy are the equivalent of ‘downstream’ tactical marketing activities such as advertising, logo design or naming. As a result, competitive positioning - a vital part of the strategic planning process - is often overlooked, resulting in inconsistent, ineffective execution and underperformance.
By contrast, the most successful strategies employ a single, powerful competitive positioning that serves as the driving strategic force behind all company activities such as product development, service development, R&D, internal and external communications, hiring protocols, training programs, and partnerships. In our experience, this approach provides a highly effective means of accomplishing a broad range of business objectives, including . . .
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Growth initiatives
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Company revitalization or turnaround efforts
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Merger integration strategies
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New product introductions
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Partnerships, co-branding or other joint ventures
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New business formation or launch
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Maintenance or protection of existing business
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