• Product positioning
"Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat."
-Sun Tzu, (period 722-481 BC)
Strategy: the left/right brain action plan that begins with defining clear goals - no small challenge. Done well, the result can be a rational, creative and measurable path to achieving goals.
Too frequently, a collection of dis-integrated tactics masquerades as a strategy. Our process is fundamental. It is a close collaboration with clients to ensure that the plan is cohesive, manageable in implementation and measurable every step of the way.
"Rock n' roll is dream soup, what's your brand?"
-Patti Smith, 1946 -
A company's most valuable asset is its brand. Your brand is what you aspire to be in the marketplace. A healthy brand is the central driver of your business.
For start ups and early stage companies we help create brands that deliver and reflect all of the unique values that makes them stand above and apart from competitors. For established companies we help reinvigorate, and rehabilitate brands to better align with changing markets, and to sieze opportunities that will enhance value and competitive advantage.
“A market is never saturated with a good product, but it is very quickly saturated with a bad one.”
We guide clients through the process of defining the product and value proposition and how that shapes the platform for marketing and communication.
Value is what a consumer buys, and is the core of every successful brand. Value is always at the root of successful marketing. The majority of new products fail - many not because they are bad products but because they are positioned incorrectly; the value proposition is not clear. Positioning is fundamental and require a thorough understanding of:
• The target audience
• The competition
• The unique product value that has demonstrated consumer appeal.
“The problem with communication ... is the illusion that it has been accomplished.”
The smartest strategy can fall flat if the message fails to resonate. Successful communications touch the consumer on two levels: rational and emotional. The right message delivered through the wrong channel can be like ships passing in the night.
Casey Communications has a track record of developing successful communications plans and the right tactical choices for just about every kind of brand and product, from instant coffee to genetic analyzers.
“If you are not measuring your marketing investment, you are almost assuredly wasting money.”
Demanding ROI on your marketing investment is just good business. Marketing should be as accountable as any other business operation.
We help clients implement the right measurement strategy for their marketing programs.
Check out our White Paper on Marketing Return On Investment:
The marketplace: the field of battle
-Henry Ford, 1863 - 1947
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