Brand Positioning
The goal of brand positioning is to obtain what is commonly referred to in social modeling as a “goodness of fit.” While companies and their advertising agencies have an initial idea about where their brand lives in the minds of consumers, it is the discrepancy between what is expected and what is actually observed that determines how well a brand resonates with the intended audience.
W5 begins brand positioning engagements by distilling the ingredients relevant to a brand’s likely position in the marketplace, exploring awareness, preference, familiarity, consideration, imagery, and perceptions that affect a brand’s potential stature. W5 then combines these elements to define a brand’s values in relation to consumers’ understanding of the brand. Once this process is completed, we work with our client to ensure the brand positioning is integrated both within the organization and externally to consumers though relevant channels of communication.