PositioningThe Catalyst Strategies team has a track record of almost 20 years of building compelling and differentiated product positioning for service and technology businesses. We see positioning as a key element of business strategy, not simply a tool for marketing communications. Both F500 corporations and early stage companies rely on our positioning expertise and proven methodologies to define their competitive point of difference.
We are particularly well known for positioning of new technologies and services that consumers or business are not familiar with or have not experienced. These are particularly hard assignments and the Catalyst team is known for gaining insight into market needs and behaviors and defining very clear benefits for a specified target market. The key is NOT trying to describe the technology, but instead to focus on “what’s in it for me?”
Recently, a Yahoo! senior executive introduced Catalyst as “the best consulting firm for understanding market insights and turning them into clear positioning and real market impact.”
Achieving True Differentiation
Catalyst Strategies helps clients define and articulate a positioning that differentiates them in a relevant way from the competition. We start by interviewing individual members of the executive and product teams to understand their perspectives on how the company and its products are differentiated in the market. Next, we gather market perspective, understanding of customer needs and needs gaps, market segmentation, competitive situation, and market trends. We combine this input and guide the client towards definition, articulation, and support of a positioning that is:
- Compelling and relevant for a specific target customer
- Differentiated from competition
- Believable for the brand
At every step of the process we build consensus within the organization and define positioning implementation programs. We support each internal constituent in consistently delivering the promise at all customer touch points—from sales to customer service to product performance to the web site.
To find a true competitive point of difference for a product or the company and real market impact, contact Catalyst Strategies today.
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