We Spell Positioning with Three T's.
Ask 100 marketing executives to define positioning and you may get a surprising array of answers. Some would focus on the brand's benefit, some would focus on product performance, and some would focus on the consumer insight. Each would be partially right. Our experience is that breakthrough positionings contain a balance of these three things. That's why all positionings developed through the CenterBrain process meet the Three T's test.
Tangible Benefit
The brand has a clear selling proposition that quickly answers the consumer's question of, "What's in it for me?"
Truth
Support for the selling proposition is grounded in logic.
That's Me
A universal insight* is acknowledged that lets the consumer know that your brand understands him or her better than any other.
We define an insight as a belief or a behavior. The best insights are beliefs acted upon by a behavior. CenterBrain uncovers this belief and behavior and applies it within the context of your brand, product or service.
Please put your current positioning to the three T's test. If you don't think it gets a passing grade, call us. And if you haven't developed your positioning for your new brand, product or service yet, let CenterBrain Partners insure it meets the three T's test.
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