When people ask Brand Engineers what exactly is it that we do, we unhesitatingly answer, "positioning". While we also perform other marketing-oriented activities for our Clients, our philosophy is that the entire marketing mix hinges upon good positioning. If the Client's product hasn't been positioned properly, it will fail. Period.

The strategies, tactics, messages, and creative are all directly dependent upon the development of appropriate positioning. Unsound positioning will weaken each of these endeavors and yet it's probably the least understood and most neglected of marketing activities. Many Brand positionings are hurriedly crafted by committee to placate management with obvious results. A landmark article by HCI pointed out that fully 70% of new product positions mimic that of an established Brand in the therapeutic category. That's not typically a formula for success.

At Brand Engineers, we believe that good positioning is born of thorough market and product understanding. Only then can a diligent, proven process craft the positioning that will drive proper strategic, tactical, and creative work. At Brand Engineers our tag line reads "the positioning agency"—for good reason.