BRAND POSITIONING: CASE STUDY
WE CREATE TASK FORCES EARLY ON IN THE PROCESS INVOLVING INTERNAL STAKEHOLDERS, USING WORKSHOPS ALONG THE WAY TO ENSURE THAT WE REACH ALIGNMENT WITH THE FINAL POSITIONING.

Brand (re)positioning

We created a positioning taskforce, bringing together global and regional marketing and medical colleagues from key markets

We designed and ran a series of 3 virtual workshops during which the task force split in 3 workstreams to work on the positioning and story

Each workshop had a specific objective Participants aligned on positioning territories, uncovered during an insight mining market research Participants developed a premise, promise, proof & voted for their favorite options Participants developed 2 distinct positioning statements and their associated core stories

For each workshop, we developedPre-read to prepare and level set participants prior to each workshopAgenda and activities with prefilled strategic tools/worksheets/stimuliWorkshop report with recommendations

The outcome of workshop #3 was fine tuned and tested in qualitative and quantitative market research

We leveraged the market research results to finalize the brand positioning and messaging platform

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