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Brand Positioning
& Development
Based on your company’s core competencies, we employ a benefits testing program to identify your most meaningful Brand Positioning and thus develop a sustainable Brand Platform: concept/messages, look/feel, tone/manner, positioning tagline, and logo refinement.
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THE CHINA SYNDROME
Has your company been exposed to the China Syndrome? In this age of globalization, outsourcing and commoditization have become standard operating procedure. This has dramatically increased the importance of branding, of differentiating your product or service from
the competition.
OUR BRANDING PROCESS
Our process of discovery will identify—without a shadow of a doubt—the most effective and meaningful Brand Positioning for your product or company. Then, we develop a communications/messaging platform to take your Brand Positioning directly to your prospect in the most compelling manner, using the strengths and benefits identified by your customer.
Whether you have an advertising agency or produce your advertising in-house, The Goss Agency Brand Strategy and Positioning Program is designed to make your current Marketing/Advertising efforts more effective.
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Read what the world’s top CEO’s are saying about competitive pressures, branding, and the future of business
“As global competition becomes tougher and many competitive advantages, such as technology, become more short-lived, the brand’s contribution to shareholder value will increase. The brand is one of the few assets that can provide ling term competitive advantage.”
“There is evidence that companies that promote their brands more heavily than others in their categories do also tend to be the more innovative in their categories.”
“Today, leading companies focus their management efforts on intangible assets.”
“It’s about brands and brand building and consumer relationships . . . decapitalized, brand owning companies can earn huge returns on their capital and grow faster, unencumbered by factories and masses of manual workers. Those are the things that the stock market rewards with high price/earnings ratios.”
(Brands and Branding)
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How much do you spend a year on your marketing and media? What percentage would you pay to be as certain as you can that those dollars are focused on messages that are most meaningful to your audience? This program is the nearest thing you can get to an insurance policy for your marketing investment.
THE BRAND ANALYSIS, POSITIONING AND DEVELOPMENT FORMULA IS A SIMPLE TWO-STEP PROCESS.
Step 1: First we have a marketing strategy meeting with you, your vendors, staff, and distributors to determine your company’s core benefits and their perceptions of your current positioning in the marketplace. Then we focus on external sources of information (customers, potential customers, and past customers) to identify their perceptions of your current positioning in the marketplace. And finally, we identify your customers’ or potential customers’ emotional hot buttons, as well as obstacles to purchase.
Step 2: We take the information obtained in Step 1 and use it to establish a Creative Platform that appeals to your prospect on an emotional level. Because this platform is based on emotional appeal, derived directly from interaction with your prospect, your organization realizes the most meaningful Brand Positioning in your category.
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