Launch Positioning Inadequacy

Does your Brand's launch positioning suffer from inadequacy issues? Well, according to a study put forth by the Marketing Leadership Council, inadequate positioning is the most serious mistake marketers make when establishing a Brand.

To discover this important insight, the MLC surveyed more than 300 senior marketing executives at Fortune 500 companies, including pharmaceutical firms like Pfizer and Merck. And that's not all they uncovered…

Notice anything here? At Brand Engineers, we see a "laddering effect"—inadequate positioning is likely the result of lack of research, which stems from inconsistency in the objectives set forth by Brand Team members to Market Research and in the approach to positioning generation, which is undoubtedly the result of a lack of communication between everyone working on a Brand.

Preventing this landslide involves employing a disciplined approach to positioning development—one that begins long before a Brand is ready to launch. At Brand Engineers we have helped dozens of Brand Directors avoid these mistakes by conducting dynamic workshops that get everyone talking, ensuring consistency in objectives and positioning modeling, stewarding a proven research process, and delivering focused, differentiated positionings that make a difference.

Serious mistakes in positioning can be undone. Whether you're preparing for a launch or you've inherited the outcome of one, we can bring refinement and focus to help you transform your Brand's positioning performance to anything but inadequate.

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