Bridging the Gap to Market Leadership

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Brand Gap Analysis

Client Concerns

Is our market likely to believe our revised positioning?

What are the most critical factors to establishing credibility for our revised positioning?

Our Process

It’s not surprising that many attempts at repositioning fail. With the high level of general market skepticism, and with the intense scrutiny business-to-business purchases receive, business-to-business companies pursuing positions of market leadership must deliver the proof points and touchpoints that create not only brand believers, but brand advocates.

This need is even more crucial for a company repositioning itself in the marketplace. Not only does the company need to firmly establish the desired perceptions related to its proposed positioning, it also has to either transform or eliminate existing perceptions that are in conflict with that positioning.

Leveraging key insights discovered during research, our brand gap analysis process helps determine whether the desired positioning is merely aspirational—a nice goal, but too big a jump given current market perceptions—or indeed achievable.

Once the attainment of the proposed positioning is deemed plausible, we identify those actions, touchpoints, and proofpoints that are most critical to establishing and reinforcing the company’s new positioning. In doing so, we mitigate risk and define the implementation strategy and the priority of potential investments to support the repositioning.