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 challenge.

• 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-BUISINESS . . . FOR MY BUSINESS
Impetus: This 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.
Impact: This 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 From being perceived as an outdated, overpriced hardware manufacturer to the pioneer of the “e-business” movement, an Insighting Ideas partner helped turn the company’s liability into its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

CREATING BRAND 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.
Insight: The 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 relations.
Impact: The 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 relations.