Brand Strategy and Positioning

We work with you to develop your brand's essence, promise and personality to ensure a strong and differentiated market place positioning and flexibility for future growth. This includes defining the target customer, competitive set and key customer benefits (functional, emotional, experiential and self-expressive). We ensure that your brand has selected the most powerful benefits to own and that it has developed the proof points and reasons to believe for those benefits. We believe that the primary brand benefit chosen should deliver against these objectives:

• The benefit is extremely important to your customer
• Your organization has unique, sustainable competencies (and strategic intent) in delivering against the benefit.
• Your competitors are not delivering against the benefit (nor would it be easy for them to do so in the future)
• Any benefit chosen must be unique, compelling, purchase motivating, understandable and believable.

The Blake Project offers a unique, very affordable and extremely successful one-day brand-positioning workshop. The purpose of this workshop is to gain complete consensus of your organizations management team and marketing leadership on the brands target customer, essence, promise and personality.

We have extensive experience successfully repositioning brands as well. With Brad VanAuken, we have developed a number of qualitative and quantitative research approaches to identify the most latent customer hopes, fears, anxieties, desires and other subconscious motivations that can be used in brand positioning.