Case Study: Brand Positioning

How do you position a completely new health care concept to both consumers and businesses? Talk to them and figure out what they think works. By interviewing company leaders, assessing the competition in the marketplace and discussing strengths with partners, several brand position "themes" were created. Next, those themes were tested with the intended audience for this new company - both employees and HR executives - to get their feedback on what rang true, and what didn't. Secondary data was also used to find the key attitudes that define whether people would be interested in this new offering or not, helping target our audience and position options. Take this all into account, stir, and a brand position and personality was born. Now this new north star will help do everything from develop creative to hire employees.