Beyond Traditional Positioning
Hitting the Sweet Spot
Competitive Positioning
The effectiveness of consumer communication resides in the power of persuasion. To this end, crafting compelling and credible positioning and messaging requires understanding and "speaking to" the inner motivational dynamics of your target consumers.
It's Not Just About the Words
Consumer communication starts with words - but words are just the stimulus. The effective persuasion value of a communication rests upon what happens inside the consumer after they hear your words. We help our clients craft and evaluate consumer communication to optimize its psychological impact on the consumer. This means building and evaluating communication with a focus on creating the distinctive emotional and motivational impact which ultimately will drive the power of the message.
Hearts and Minds
To measure the impact of your positioning candidates on your consumer at the rational and emotional level, we use our MindSightŪ assessment technique that lets us get reactions from the emotional areas of the brain:
- To understand which positioning candidates are overall most exciting
- And to identify the specific types of emotional impact created by the concept (allowing us to determine whether a positioning delivers on your strategic goals for emotional consumer appeal.)
How Your Company Will Benefit
We lead our clients to consumer communication that:
- Offers a value proposition that is
compellingly distinct from their competitors. - Delivers an overall message with the
greatest emotional, motivational impact. - Provides the best possible chance of
persuading the consumer to act.