Our Execution

Our Workflow
How We Deploy Your Brand Differentiation
End-to-End Process

We apply insights from the Appreciative Discovery^® to help clients execute the brand position, including incremental test-and-validate measurements throughout, to ensure the brand differentiation is correct and effective.

Our methodical approach provides a well-grounded basis to determine which marketing tactics are most appropriate to achieve objectives, while ensuring all communications reinforce your competitive difference in the minds of your customers.

“Expressing brand differentiation at every touch point is the goal.” - Dick Maggiore

Expressing brand differentiation consistently in a common identity is of utmost importance. What's especially vital is to ensure the position itself — that "one thing" that sets your brand apart from others — is stated in the simplest possible form, preferably in fewer than five words (which may even serve as a tagline).

In addition, the brand identity may include enhancements for your logo, color palette, communication theme, core message, tagline, and/or other forms of creative expression to communicate and reinforce your unique difference in the minds of prospects.

Advertising, Marketing & PR. We use the same insights to develop a complete brand execution for our clients that is fully grounded in the positioning strategy. Fundamentally, the position determined then prescribes the direction, focus and core messages for all advertising, marketing and PR activities in the long term. Thus, it is possible to establish common, consistent guidelines for these activities going forward.

Performance Measurement. With consistent execution, it's very important to monitor and measure perceptions associated with the brand difference to ensure that the effect desired is being achieved. This step is an integral part of the brand positioning process, to identify opportunities for reinforcement or clarification that provide value appreciation.

AWARD WINNING WORK

Everything we do at America’s #1 Positioning Ad Agency is based on brand positioning. Everything! Check out some of our award winning work, examples of B2C and B2B marketing made better by differentiating our clients' brands against their competition. You may choose to view portfolio examples by client, media type or industry.

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Five ways to steer your business through the pandemic August 11, 2020

Let’s take a look at what we can do with our businesses to keep them successful.

The COVID-19 pandemic may be the biggest shock to our lives and livelihoods since the Spanish flu in 1918. Our lives and the economy have ...

How to Market During a Crisis April 20, 2020

The Chinese word for “crisis” is frequently cited for its use of two Chinese characters signifying “danger” and “opportunity.” In other words, “never let a crisis go to waste.” Capitalizing on our current opportunity is ...

Moral-based capitalism still best bet February 19, 2020

Fictional character Gordon Gekko uttered a famous line that is far from fictional in describing the worst of capitalism.

“The point is, ladies and gentlemen, that greed ... is good. Greed is right. Greed works,” said Ge...

Super Bowl LIV Advertising: The game behind the game January 28, 2020

(As seen in Crain’s Cleveland Business.) 

Will more brands brave the political fray in 2020?

For many years, advertisers were cautioned not to mix brands with politics. Conventional wisdom said choosing sides was comme...

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