Whether your marketing and/or communications efforts require minor adjustments, major makeovers, or just an extra hand, our rigorous, market-proven methods will deliver the outstanding results you need right now. Our flexible three-pronged approach — insight, innovation, and illumination — can be applied in whole or in part, depending on your requirements, to help you discover, differentiate, and define your product’s place in the world.
Our highly targeted expeditions into the marketplace and into the minds of your customers are driven by powerful Six Sigma research tools that yield the timely answers you need most. Answers that lead you to discover your target markets’ top 10 demanded qualities. Answers about the specific barriers to the adoption of your products—and more importantly, what you can do about them. Answers that will help you create a roadmap for addressing, controlling, improving each and every product attribute and market opportunity you’ve got to leverage every possible competitive advantage. And that often includes “invisible” product requirements and competitive advantages you may never have known existed.
Once we’ve zeroed in on your products’ most critical, must-have product qualities, we put them into context. Working with your marketing, engineering, and other cross-functional teams, each of the newly identified or confirmed customer requirements are translated into specific product features. And for each product characteristic, we evaluate your product relative to how well your competitors stack up. We measure the gap. We assess your place in the technology adoption curve. If there’s a chasm between your early adopters and mainstream market uptake, we develop proven strategies to bridge it. More than that, we identify existing or potential product weaknesses, anticipate competitor responses, devise preemptive and defensive positioning strategies. And then we help you differentiate your products with laser precision. But we don’t stop there. In rapidly changing market environments, potential blind spots abound. Nothing is taken for granted. We attack your competitive advantages; we seek out hidden weaknesses in your competitors’ strengths. And in the process of helping you generate the right marketing requirements document, unleash your company’s powers of inventiveness.
Information—and the ability to communicate it effectively—is a company’s chief competitive advantage. What makes a company strong is not only its product, but the position it owns in the mind of the customer. Can you define yours? Are you positioned now to obtain share of mind to leverage share of market? Marketing communications begins upstream and is at work throughout the product lifecycle. And ours is an integrated approach that produces communications that resonate powerfully with your target audiences. Why? Because we learn to speak their language. The simple fact is that if your message isn’t perfectly in tune with your key markets, it won’t matter how loudly you transmit it. We help you achieve maximum communications power transfer to your target audiences with the messages you need them to hear. Driven by tools like our 20 Critical Questions, we develop messaging that not only amplifies your highvalue differentiators, it connects with your audiences in a big way.
