Too often, corporate or product positioning is a war of attrition. So many viewpoints need to be considered that the end product reads like a Frankensteined version of a value proposition.
If your positioning feels like it’s selling your company short, it’s probably not aligned with the potential of your brand to be a change-maker in the market.
Truly powerful positioning today needs to play by a new set of rules – communicate what you’re fighting for on behalf of customers, and how you’re helping them make better buying decisions in the midst of constant change and commodification.
Read on to learn about four steps you can take to get to a position worth fighting for.
Hugh Kennedy
Partner, EVP Planning, Healthcare Practice Lead
I’m in charge of Planning — the art and science of uncovering transformative insights that can make or break a brand. As a Partner in the agency, I head up major brand and thought leadership initiatives. For example, recently I’ve helped to pioneer marketing communities like The Enterprisers Project for Red Hat.
I’m also in charge of our healthcare practice, and maintain a 45-person global panel of life scientists from pharma, biotech, and academia, which proves invaluable in vetting strategy and creative for our life science clients.
When I joined PJA in 1992, we were less than a dozen people. I’ve stayed because I love the kind of people we hire, and I love the fact that my clients in technology and life sciences are often working at the edge of what is possible.
In my spare time I’ve published two novels with Doubleday, adopted two children, and run a monthly fiction reading group at the Boston Athenaeum. I also like to squeeze in a few triathlons every summer.
MORE ABOUT HUGH
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