What is Positioning Fuel?
A CROSS FUNCTIONAL WORKSHOP TO DEVELOP WINNING COMMUNICATION STRATEGIES
Positioning can be the trickiest part of marketing, often more difficult to land on than a winning script. The positioning territory chosen can determine the long-term success and growth of a brand. The territory’s creation and choice needs the best brains in the company to get together – Consumer Insights, Brand team, Ad Agency etc. Vox Populi can get just such a team together for a productive output via its product Positioning Fuel.
Positioning Fuel is Vox Populi’s highly structured approach to developing positioning territories based on consumer insights. This is moderated by the Directors of Vox Populi, with over 26 years of experience on the client and agency side.
When should you use it?
1Need to translate rich consumer insights from exploratory research into broad positioning territories and platforms – either to launch a new brand or to reposition an existing brand that is stagnating.
How does it work?
Positioning Fuel is a 1-2 day workshop, depending upon the objectives we are aiming to achieve. While brainstorming is a regular endeavor, what distinguishes our method is the unique and structured approach to utilizing the brain-power in the room. Experts or expert consumers are involved, appropriate models are applied, insights are shared among team members and a good time is had by all!
Post the workshop, the Vox team consolidates the output, does further analysis (if required) and provides a report for the client.
We have successfully used this method multiple times for an FMCG client (air care, surface care, personal care) and also for an online classified client.