Our approach to brand positioning involves a collaborative journey for marketers, consumers and business managers leading to a unique identity that reflects a deep understanding of the market situation, brand history and assets, competition, and above all, consumers’ frame of reference, beliefs and behaviour.
There is far more to positioning success than a black box solution can deliver. Real positioning success is driven by the creativity, expertise and industry knowledge of people reaching into the psyche of the target to discover what it means for behaviour. We use a range of approaches from traditional focus groups, encounter interviews, family immersions, consumer interface workshops, “feel/do segmentation” and our exclusive ZMET deep dive qualitative process, to find the commercially attractive and unique essence of successful positioning.
