Positioning is how you differentiate your brand in the mind of your customer. Any investment or decision related to your brand that’s not tethered to a clearly defined positioning strategy compromises your market value.
Europe’s #1 Differentiation Advisor
Lorenz Wied has developed a disciplined practice to ensure that any marketing investment aligns with the brand positions of our clients. We are stewards of our clients’ marketing goals and our charge is to Differentiate Responsibly®. Your company has a story. We help you tell it.
Developing an Effective Positioning Strategy
By definition, positioning is the process by which a brand (a product or service) is marketed with the goal of owning a meaningful and differentiated idea in the mind of the customer. Seems simple enough.
In practice, very few marketers are able to apply the principles of positioning in order to achieve this goal. Even the fathers of positioning, Jack Trout and Al Ries, do not provide readers of their books the obvious means or steps toward developing an effective positioning strategy. The principles are there, but perhaps not as obvious is how to practice and execute an effective positioning strategy.
With more than 20 years’ experience applying and executing the principles of positioning, our advisory and consulting service has earned the reputation as Europe’s #1 Differentiation Advisor. We are positioning strategists – trained in the principles of positioning in order to effectively execute upon our clients’ positioning strategies.