Market-driven positioning

Key Questions

How can a truly market-driven positioning be defined in a new growth market? How can a brand positioning be developed that optimizes local market recognition while not compromising global brand consistency?



  • Review internal and external documents and brand-related insights
  • Identify the most relevant brand and purchase drivers for local target groups using a multi-tiered approach
  • Ensure consistency and global credibility of positioning concepts
  • Ensure unique positioning and concept differentiation in local target markets
  • Test and validate remaining concepts to ensure maximum business potential
  • Conduct verbal and visual refinement of concepts



  • Optimized ‘glocalized’ market-driven positioning concept based on relevant internal and external requirements
  • Basis for business initiatives and breakthrough creative brand communication in a previously untapped market


Market-driven positioning process

Market-driven positioning