Brand or Product
Repositioning
“For B2B buyers, 39% of the purchase decision is driven by brand, with features second (34%) and price last (27%).” Lippincott
While 2020 is a lesson in extremes, many businesses will at some point face the need to reposition a product or even their entire brand. Whether you have repurposed yourself for new circumstances or just want to maintain relevance in a changing marketplace, repositioning can be a smart move.
Why It’s Hard
- Solutions, content, and even experiences feel commoditized, so it’s nearly impossible to break through (again) and be seen as offering unique value
- Success requires gaining consensus among internal stakeholders on new strategy, positioning, and messaging
- Legacy thinking and tactics are often creep into new initiatives
How We Help
- Develop a fresh GTM strategy designed to stand out even in a crowd
- Craft updated, consensus-based messaging to develop attractive, actionable assets
- Train sales on messaging and use of assets to drive the Compelling ConversationTM that enable buyers to actually buy
