Brand Positioning

MCAworks Approach

The key to creating revitalized brands is to understand the dynamics causing change in a market, particularly from the consumer’s standpoint. MCAworks begins the process by understanding consumer needs in the marketplace and working back to the brand. We strive to understand what consumer wants are (not necessarily what they say they want, but how they actually behave).

Typically, we recommend qualitative and quantitative research to understand consumer needs—as well as consumer attitudes and usage of our clients’ products versus competitive products. We conduct qualitative research to understand how core users speak and categorize competitive products. From this learning, we develop quantitative research to understand awareness, attitudes, reason for purchase (stated and derived), usage and other key factors that we have determined drive the marketplace.

With this marketplace knowledge, we develop positioning for brands in the “white space” where competition is weak (or weaker) and where our brand has the ability to drive user purchase and loyalty. Our final recommendations are based on our extensive line experience so that clients know “what to do on Monday morning.” Recommendations are based not solely on research, but also what we know is possible given actual experience in revitalizing brands in changing markets.

Contact John Hawkins for more information.