Stakeholder alignment


Strategic positioning and COM concepts

Key questions

What are overarching strategic positioning and communication concepts for relevant disciplines in the overall marketing mix? What are key messages, proof points, and positioning statements?

  • Define overarching strategic goals for overall marketing or branding efforts
  • Identify and elaborate actionable strategic positioning options based on goals as well as results of prior analysis phase
  • Operationalize most relevant positioning
    • Develop overarching communication idea, including exploration of potential creative execution concepts
    • Define and prioritize  key messages



  • Actionable strategic positioning based on relevant internal and external requirements
  • Communication concept, including communication idea and key messages



Strategic positioning and COM concepts – USP matrix

Pic22_USP matrix


Strategic positioning and COM concepts – Brand positioning

Pic23_Brand positioning