Positioning proposal

During a period of positioning exploration, I read Deb Gabor’s book on the self-expressive brand pyramid and decided to explore this framework.

I sorted baseline competencies from unique differentiators. Then I set out to answer the consumer-centric question: “what does it say about me that I use this brand?” Our audience is expensive to reach for consumer research survey. So I used data we already had: several years of our annual client satisfaction survey and research from our internal category entry point survey.

With all the output organized, I selected an assortment of attributes that combined to create something uniquely Marketing Architects. I then fleshed it out into a creative application that could be used as an ongoing campaign.