OUR UNIQUE APPROACH
OUR UNIQUE APPROACH
As positioning experts, we bring a unique perspective to all aspects of the process that comes from our years of experience. We believe in an individualized approache for positioning development, refinement, and research.
Each project we undertake starts with an immersion meeting to discuss what the team would like the brand to achieve. This contextually relevant meeting is typically conducted in-person between the brand team and members of our senior team, including our owner Dennis Crowley. On occasion clients like to include additional team members and/or senior management from the start. Many clients are fully in tune with what they’d like to achieve with their brand but lack the clarity of an expertly crafted strategic positioning that guides the brand and adds cohesion between their team members and agency partners. We frequently find that team members underestimate what may be achievable through truly differentiating and relevant positioning strategy.
The in-depth Brand Engineers Global assessment focuses on every aspect of the product, service, or company; reviews the brand’s landscape, marketplaces, key trends, influences, competition, targets, audience connections, and goals. We follow this with a brand assessment that forensically digs into the drivers and limitations, the brand’s history & past story, functional benefits, and current perceptions. Many brands we work with to define a strong and relevant positioning strategy have achieved and surpassed expectations or reestablished the growth path needed to achieve their goals. From our assessment and forensic review we set a fresh strategic course, fueled by smart thinking and enriched by broad experience. We are known for bringing a new perspective and unique solutions, through a disciplined approach that achieve significant brand growth.
The third phase of the process identifies and shapes the brand’s potential positioning opportunities—beginning to set the stage for the desired future that lies ahead. This is followed by creating, correcting, realigning, or completely overhauling the brand’s positioning strategy, depending on the market circumstances and project scope. We see this stage as preparation for the birth of the brand or the rebirth of a new brand concept, replete with core strategic positioning and marketplace possibilities. It can, at times, disrupt the existing order by prioritizing bold positioning opportunities from which the rest of the brand will evolve.
In this phase the positioning strategy moves from a rough sculpture to a refined piece of art. This may include a market research assessment, concept refinement, selection, and implementation. Final revisions of the positioning strategy are completed following team approval and a descriptive background document is created to memorialize the thinking and decision making for future team members. Depending on the scope of the project and the positioning components that are created or refined, implementation guidance will be developed for internal personnel and external agency partners to convert the potential for brand acceleration into reality.