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Strategic choices (and trade-offs!)
- The pillars of positioning
The “what”:
Tangible benefit, from the target audience’s perspective, that the brand will claim.
The “who”:
The inspirational target audience of the positioning, from which other audiences will connect with the brand.
The “how”:
The style of connection through which the brand engages with its audience.
Insight identification and
positioning articulation
From Pre-Touch, we identify the deeper human motivation – the insight – that explains strong adherence to the ‘what’. This motivation is derived through proprietary research among an audience that already shows strong commercial and emotional adherence to the defined functional benefit.
From this insight, the positioning is framed through brand manifestos that consolidate the brand narrative and guide its deployment across touchpoints. At this stage, the brand’s voice and personality are defined, along with an analytical framework that brings together all the key messages that make up the positioning.
Guidelines for positioning implementation
This phase defines the practical manifestations of the positioning. For corporate positioning, it establishes portfolio implications, cultural guidelines, and key messages for each stakeholder. For consumer positioning, it develops portfolio architecture, innovation implications, and conceptual and aesthetic directions for each touchpoint.
This is the phase in which Touch becomes the client’s partner throughout the positioning implementation process, leading internal alignment sessions and briefing sessions with agencies and partners,as well as overseeing executions to ensure their integrity. The Brand Book synthesizes the strategy and organizes all implementation guidelines.