Brand Positioning

MCAworks Approach

We work closely with companies in utilizing the full range of marketing mix factors to position brands relative to competition. Positioning is not what you do to a brand or product, but rather the position that your brand occupies in the mind of the prospect.

We start off on positioning assignments by studying market dynamics, current and potential customers, pricing climate, existing brand equity and other marketing factors. We then identify the target audience which demographically or psychographically represents the most likely purchasers or users of the given product or service. We work closely with company management to develop a value-proposition most likely to create a favorable purchase decision in the minds of the target audience versus competition. A strong value-proposition will likely be fact-based, relevant or desirable to the target, pre-emptive vis-à-vis competition, and achievable given company capabilities now or in the near future.

As a final step, we work closely with management to change their business—related to product/service features & pricing, manufacturing process and operations—to ensure that the company can actually deliver on its promised selling value-proposition.

If your company is seeking to reposition the corporate brand or position a new brand or product, consider calling MCAworks to help find your exploitable point of difference.

Contact Dana Langham for more information.