HOW WE CAN HELP
Position Companies & Products
Shift happens. In a world constantly reshaped
by technology, your company and products can fall out of favor
with frightening speed. Whether we are repositioning an outmoded
offering or launching a new one, we have three goals in positioning – to
express your strengths, appeal to your prospects, and differentiate
from your competitors.
Here are two examples of how
the partners of InSighting Ideas have helped companies with this
- One focuses on repositioning a faded IT titan by redefining
leadership in the industry.
- The other focuses on creating a new service
concept that opened a new market to our client.
FROM OUTMODED DINOSAUR TO E-BUSINESS . .
. FOR MY BUSINESS
former IT leader had just been named one of the three “dinosaurs” of
American business by Fortune magazine. The lack of
cooperation – even rivalry -- between factious
product divisions was legendary. And their customers
-- even Fortune 500 corporations – were feeling “too
small” to command the attention of this bloated
behemoth. Everyone’s focus had drifted from
customers in each industry to the company itself.
To start the migration from hardware to software
and eventually to services, this company had to demonstrate
a far greater understanding of and attention to customer
needs in each vertical sector.
Insight: We were instrumental
in demonstrating to management the need for shifting their
mindset from horizontal products to vertical
customer-centric solutions. We conducted a global
brand audit to document and detail the depth of the
challenge. We outlined the steps of the perceptual path to
being viewed as the unmatched provider of complete solutions
by leveraging their unmatched experience, depth, and scope.
This provided a roadmap that helped drive the company’s
marketing direction for a decade.
turnaround is one of the great stories in global
business history. From being perceived as an
outdated, overpriced hardware manufacturer to
the pioneer of the “e-business” movement,
an Insighting Ideas partner helped turn the company’s
liability into its competitive
advantage, as reflected in improved customer
ratings, analyst reviews, and stock valuations
DIFFERENTIATION THAT ADDS PROFITS
Impetus: Despite being
the leading manufacturer of office furniture in the world, this
firm was suffering from eroding profit margins in a mature category
as a result of increasing price pressure from competition.
partners of Insighting Ideas conducted research
with customers, employees, and business partners
to identify potential brand and product positioning,
and new business venture opportunities. It led
to a new business concept that
built services into the offering to allow the company
to revive profit margins. Research revealed that
changing perceptions of the client company directly
was far less efficient than creating
a new offering. We developed a new brand
that allowed the company to avoid competition with
business partners and smooth channel
were instrumental in creating a new services organization
under a separate brand. This new business unit helped offset
eroding margins by selling value-add services to current
clients. We also helped architect a market strategy that
led the company from a product-centric positioning to a
customer-based “solutions” positioning. The
new positioning was also used as an internal rallying cry
for the company worldwide.