Is your corporate brand reputation competitive? Let’s boost growth and profitability based on a strong brand positioning.
Brand positioning strategy
Is your corporate brand reputation competitive? Let’s boost growth and profitability based on a strong brand positioning.
Positioning or repositioning a brand requires a systematic process that begins with comprehensive market research to understand the current brand perception, target audiences, and detailed competitive positioning. This data forms the foundation for a winning (re-)positioning strategy. The next step is to define the unique value proposition of the brand, focusing on what differentiates it from competitors (USPs) and how it resonates with the target audience’s needs and desires. The brand’s vision, mission & purpose statements may also need to be revised to align with the new positioning. With the redefined brand proposition, the company develops a messaging strategy that communicates the brand’s new identity and value clearly and compellingly. This messaging is then disseminated across all marketing materials, channels & campaigns, ensuring consistency in voice and visual elements to reinforce the new brand positioning.
It is also important to engage with key stakeholders, such as employees, partners, and existing customers, to introduce the newly positioned brand and ensure their buy-in and support.
A (re-) positioning has impact on many success critical metrics of an organization. Progress is typically monitored and measured against predefined metrics such as brand awareness, brand perception in key positioning dimensions, market share, customer feedback, and sales figures. This evaluation helps in fine-tuning the strategy and making adjustments as necessary. The repositioning effort is an ongoing cycle of implementation, feedback, and refinement to establish the brand’s new place in the market firmly.
Lead strategy agency for the relaunch of the ABB brand
Development of the Schaeffler brand model as the Motion Technology Company, including the strategic purpose, vision and mission framework
Development of global positioning and messaging framework for the newly formed group
Dr. Niklas Schaffmeister is one of the leading experts in strategy-driven (re)positioning and transformation of global brands. His focus lies on complex change processes in which brand strategy, organisation and corporate culture need to be realigned. For him, successful repositioning means not just a new market positioning, but a profound re-culturing within the organisation. A particular focus of his work is on the strategic challenges that arise when ambitious AI strategies collide with established corporate structures – and on how companies can bridge these transformation gaps.
With over 20 years’ experience, he has led international positioning, brand growth and transformation projects in sectors such as chemicals, automotive, retail, technology, consumer goods and financial services. His book “Brand Building and Marketing in Key Emerging Markets” (Springer) is regarded as a reference work for strategy-driven international brand building.
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Carina has more than 20 years of experience working in and for large corporations around the world. Her expertise includes strategy development and purpose-driven brand management. She is particularly passionate about working with B2B brands in expanding business ecosystems on a mission to create true customer value.
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With more than 15 years of experience, Simon has advised companies ranging from publicly listed global market leaders to niche players and their executive leadership on all kinds of reputational matters. His expertise spans positioning strategies, corporate communications, brand management, marketing and organizational development. With a focus on reputation-critical turnarounds, strategy launches, executive positionings and market-driven thought leadership, he has worked in high-stake environments across B2C and B2B industries, helping clients turn their positioning into a real strategic advantage.
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With more than 8 years of experience in communications and marketing and with a special focus on digital, Alexander is a vital member of Globeone’s management team. In his Strategy Director role, he guides teams across industries and topics. Alexander is native English and leads our project hub in Washington.
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