Positioning and Perception
Some Examples of Our Work
Created new, broader corporate positioning statement for master data management software provider. Generated and tested alternative positioning statement. Conducted qualitative research among C-level IT professionals, thought leaders and industry analysts. Analyzed competitive messaging and positioning.
Result: Client gained access to more senior levels of decision-makers and was better able to compete vs. larger vendors.
Assessed reputation and perceptions of financial services firm through qualitative research (interviews) and recommended specific actions to enhance reputation and high-level relationships.
Result: Client enhanced its market position and thrived during an extremely challenging period for the industry.
For corporate security software firm operating in a fiercely competitive market, analyzed competitive messaging and discovered gaps and opportunities for client to establish unique position.
Result: Client’s new corporate positioning became strong umbrella message for new tagline and successful new product launches that followed.