Learn how best to position yourself in the market.
Positioning is not just a public posture, but an integral component of corporate strategy. It is the manifestation of your strategic plan in the public arena. Quantum Insights offers a proprietary positioning tool (the John/Marholin Positioning Model) that will clearly determine how best to project yourself in the marketplace.
How we’ll help you develop a smart positioning strategy.
The John/Marholin positioning model is a comprehensive research and consulting program that enables companies of all kinds to develop a positioning strategy based on a solid foundation of marketplace information and insights. Our basic approach is quite simple:
- Identify the unique personality that constitutes the essence of a company
- Identify the most effective messages to communicate with your target audiences and weaving those messages into a coherent story line.
- Understand the competitive context in which each company exists
- Identify the drivers of preference within that context
- Build a messaging platform around these drivers and the company’s unique identity that emphasizes differentiation
- Identify the most lucrative audiences to target
To accomplish this, Quantum Insights utilizes the proprietary John/Marholin Positioning Model, a comprehensive and rigorous quantitative research program that systematically isolates the best set of messages, and organizes them for maximum effect. The sequence of steps is shown below:
Positioning Pathway
In addition, the Model incorporates existing client, industry, and other data, and may use focus groups or other qualitative methods to generate hypotheses and potential attributes.
Deliverables
The ultimate output is a positioning strategy that tells the client what to say and how best to say it, and to whom. This is communicated through a set of message platforms that reflect both the relative emphasis to give specific messages, as well as the ways in which different messages can support each other.