Problem: Positioning a series of special purpose graphic cards for high-end server and workstation combinations, determining an umbrella message and developing individual product or product combination messages. All of this had to be done so that both the markets and the opinion leaders (industry publication editors) would really “get it.”
Solution:Lindell Associates planned and facilitated a series of workshops with cross-functional team members providing insights into customer perceptions, competitive battle plans and suggestions for messages that would compel buying behavior.
Results: One of the most successful product introductions for this group: both the marketplace and the editors understood the offering, despite the inherent complexities, because the positioning statements made sense and the messages hung together. It was a coherent, consistent, and comprehensible approach.
Problem: Recently spun off from its parent, the new company reorganized its product groups, assimilated new people and had to incorporate the new brand for a market category that did not care and resisted change. The new brand and associated messages had to be distinct from the parent, yet incorporate legacy attributes that had established market prominence. The positioning had to be rethought, new messages developed and a program outlined for consistent global implementation.
Solution: We expedited a series of workshops at each division in each major country, with our consultant traveling with the Global Brand Manager, facilitating workshops with cross-functional product, sales and marketing team members.