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Needs based positioning using the BrandStand® process.

Use BrandStand® to isolate unique motivating positionings.

The problem

Most positioning strategies fail to define adequately ‘the space a drug occupies in the mind of the target market group that makes it competitive’ since this requires both a rational and an emotional understanding of motivations.

The solution

Successful positioning development relies on being able to isolate this space. BrandStand® maps out the rational possibilities for the brand based on unachieved goals and links these to the appropriate emotional territory for maximum motivation.