Brand Strategy
Brand Positioning strategy remains the central task of marketers across the globe.
The reason for this is increasing resource limitations due to slow growth, and ever more competitive pressures - be it from category stagnation, own label incursion or new brand threats. The only way to achieve profitable competitive advantage with limited time and funds is to focus on specific ways your brand is and can be superior to competitors - in the eyes of your chosen target market.
True consumer insight is central to the process. In our view brand positioning is not something that you can choose to change with a new design or a new Ad. In reality, consumers "own" your positioning and their perceptions have taken years to build and will probably take significant effort to shift, even slightly. We start by understanding what you already have - in 90% of cases the seeds of future success are already present.
Who are your target market, what do they seek and how do they view your brand compared to its direct and indirect competitors in your wider category. The conundrum of how to identify your target and then tune your proposition to their needs is a tough nut to crack. Do you decide your target first, or identify your unique proposition then find the target to whom it appeals?
Real World have developed a unique, cost effective research tool called "Positioning Mapping" which combines an evaluation of category needs, and existing brand positionings with a way to explore how alternative new positionings would impact on perceptions.
We work with you in a process combining insight from your consumers with our own tools and models to help you define then redefine your positioning. We consider both rational and emotive dimensions of the brand, understanding its core essence, before developing a clear single minded positioning strategy that directly converts to creative briefs for advertising, design and NPD.
Real World's Total Brand Model
Finally, we identify the tools needed to ensure that your marketing plans deliver your positioning goals and track progress, setting a continual learning loop, seeking continual optimisation as the competitive landscape changes.
