Brand Image & Positioning
Companies often underestimate or overestimate their position within the marketplace. Sensing that ConFed's image had shifted and that senior executives were struggling to comprehend how and why, Jillian, ConFed's Chief Strategy Officer, decided that obtaining an objective marketplace assessment was the best way to recalibrate internal perceptions of ConFed's true position within the market.
Jillian knew what to do. By asking Ypulse to conduct a Brand Image & Positioning study that assessed ConFed against key competitors across a series of core attributes and benefits, an objective, unbiased reality of their market position could be constructed. Ypulse mapped how various brands were competing on a list of similar attributes, enabling ConFed to know whether it was time to step on the gas, or steer into a new space that they could better dominate and defend.
Once ConFed knew exactly where they stood in the hearts and minds of their customers and prospects, the path forward became crystal clear. They leveraged their perceived strengths, shored up their perceived weaknesses and tacked their sales proposition into a open waters with few challengers and myriad opportunities. Instead of beating their heads against the same wall as all of their competitors, ConFed gracefully pivoted to success and prosperity.
The least you need to know about what's happening in the new Millennial influenced world.
It's not enough to know what. You need to know who and how much. And most of all, why.
Now, what does it all mean for your brand?