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