Yes, our brand wheel has shiny spokes.
There are many ways to approach positioning strategy and optimization… and we’ve got a strong point of view about the best way to do it. Great brand positioning is about 25% structural (meaning the tools you use to “frame” the challenge) and about 75% passion, instinct, and gut-level feeling. It’s a combination of both creativity and rigor that acknowledges the aspirations of the brand and the company yet respects the realities and dynamics of a modern-day marketplace.
We’ve helped small non-profits and challenger brands find their footing in the world… and we’ve also shaped and/or evolved the positioning of global, Fortune 100 brands. The principles are the same – it’s just the scale that’s different. At the end of the day, great positioning sets a brand on a trajectory toward relevance and success.