Actionable distinction through pragmatic brand positioning.
Strategic repositioning transformed G Fuel from a niche sports supplement to the premier energy drink for gamers, driving brand growth to $350 million in sales and establishing market leadership in the competitive gaming beverage category.
Process.
Positioning and brand ideas rooted in what consumers experience when they buy products.
Positioning is your brand’s strategy, contextualized to consumers’ choices in the market. Without a clear and ownable position, your brand risks being a me-too with no pricing power. But, positioning is only relevant when it’s clear to the consumer and helps them choose your product over others.
We develop brand positioning strategies that drive tangible business outcomes – from stronger shelf presence to increased sales velocity. Our approach ensures your positioning directly influences packaging design, retail execution, and growth opportunities across channels.
Services.
Our positioning capabilities.
Consumer Segmentation
Identify and group your category's consumers based on purchase behaviors and needs to reveal which segments offer the highest ROI for growth potential.
Usage & Attitudes Studies
Map consumer attitudes, behaviors, and unmet needs within your category to identify the most compelling "jobs to be done" for your target consumers.
Define your brand’s marketing focus across core and adjacent groups and how your message may need to shift per target.
“Boots on the ground” analysis of retail stores to bring the reality of the shopping environment into your project.
Review a deep analysis of competing brands’ positioning, messaging, design and product offerings to inform strategy.
Research, data and perception-based mapping of the competitive brands within your “job to be done” for the consumer.
Actionable guidelines on how your brand shows up to the consumer.
Understand why your brand is “worth it” vs. competitive options.
Positioning Test
Don’t guess - know which “way in” works best to promote the value and uniqueness of your product to your target consumer.
Tie data, insights and learnings together to express your brand proposition simply in a easy to understand framework.
Integration.
Brand positioning is more useful when created from an integrated point of view.
We’ve taken the best ideas, approaches, and methodologies across the functions that matter most when developing a brand: Strategy, Design, and Insights. By recruiting top-tier talent from world-class CPGs, renowned agencies, and leading research firms and putting them together on one team, we move faster and better to develop brands that win customers, not just awards.
Strategy
Our positioning is rooted in real-world purchase decisions, delivering actionable strategies that drive brand growth and marketing effectiveness. We focus on consumer insights that translate directly to shelf performance.
Design
We integrate visual distinction and brand personality into our positioning work, ensuring cohesive messaging across all touchpoints. Our approach combines big brand ideas with persuasive copywriting to maximize sales potential.
Testing
Through modern methodologies, we identify category purchase drivers and opportunities for brand differentiation. Our data-driven approach provides clear direction on how to win from the outset, minimizing risk and maximizing market impact.
Our Results.
Explore Data-Driven
Success Stories.
Our clients believe in our brand development integration because it’s proven to work.
Positioning, Design, Testing
Brand positioning and packaging drive 2x sales in 3 months.
Positioning, Design, Testing
30% sales lift after packaging refresh for Yucatan.
A 34% increase in purchase preference drove the sales boost, attracting younger consumers and expanding market share.
Design, Testing
7pt purchase intent lift for the leader in bloody mary mixes.
A packaging refresh revitalized the brand, boosting market share across its cocktail mixer and Ready-to-Drink lines.
Talk to us
Contact us to discuss how we can help you experience the full possibility of your brand.
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What happens next?
- One of our experts will look over your details and contact you.
- If needed, we’ll sign an NDA to keep the highest level of privacy.
- We'll schedule a discovery call to discuss your specific job to be done and how we can help drive your brand's growth.
Frequently asked questions about brand positioning and our agency services.
Can you provide examples of successful brand positioning strategies you've implemented for other clients?
Our portfolio showcases a variety of bold brand positioning strategies tailored specifically for CPG brands, from revitalizing legacy products to capturing new market niches with data-driven designs. By combining consumer-tested insights, integrated processes, and strategic creativity, we’ve delivered measurable results for over 200 brands, guaranteeing performance in-market.
Each brand on our case study page highlights our 3-in-1 stage-gated approach: brand strategy, design, and consumer-centric testing. Whether it’s redefining purchase drivers or optimizing packaging for the 10-second buyer consideration journey, our proven process ensures every project aligns with market dynamics and client objectives.
How much do your brand positioning services cost?
The cost of our brand positioning services is structured within our Path to Performance™ process, ranging from $25,000 to $500,000 and beyond, depending on the scope and complexity of your project. This investment represents the full integration of strategy, design, and testing—guaranteeing in-market success and a clear competitive advantage.
Every client’s needs are unique, and our pricing is designed to be as flexible as our approach. For unconventional opportunities or distinctive partnership proposals, we’re always open to a conversation.
How do you conduct market research and analysis to understand our target customers and competitors before creating a brand positioning strategy?
We take an intensive data-driven approach to market research, integrating qualitative and quantitative methods to deeply understand your target customers and competitive landscape. Our process uncovers insights into consumer preferences, purchase drivers, and market trends.
Simultaneously, we conduct a comprehensive competitor analysis, evaluating their positioning, strengths, and weaknesses to identify opportunities for differentiation. This dual approach ensures our process is rooted in reality and creates a solid foundation for developing an effective brand positioning strategy that aligns with consumer expectations and outperforms in-market competitors.
What specific approaches, frameworks, or tools do you use to develop and convey brand positioning?
Our approach to crafting impactful brand positioning combines analytical research with creative expertise. We begin with a detailed analysis of your brand’s current standing, target audience, and competitive landscape. Key frameworks like SWOT analysis, perceptual mapping, and unique value proposition development guide this process.
Throughout the process consumer-driven insights gathered through advanced testing methodologies and contextual research. This ensures the final brand positioning is not only strategically sound but also resonates deeply with your audience—delivering innovation, differentiation, and market relevance.
What is your process for creating a brand positioning guide, and what elements will it include?
Our process for creating a brand positioning guide is rooted in our integrated, consumer-driven approach to brand development. Brand understanding, target audience insights, competitive research, and category analysis ensure every element reflects both authenticity and market differentiation.
The resulting guide is a comprehensive roadmap that includes:
- Your brand positioning statement and unique value proposition
- Detailed target audience profiles and purchase drivers
- Core messaging frameworks and tone of voice guidelines
- Visual identity principles, such as logo usage, color palettes, and typography
This ensures your brand is consistently represented across all touchpoints, empowering cohesive storytelling and maximum impact in the marketplace.
How do you ensure that the brand positioning guide is actionable and can be effectively implemented by our team?
We make sure your brand positioning guide is actionable by designing it with clarity and real-world applicability in mind. Every element is crafted to be intuitive, ensuring your team can seamlessly integrate the guidelines into daily workflows.
How do you handle adjustments to brand positioning as market conditions change or our business evolves?
When significant shifts occur—whether due to market conditions or changes in your business—we conduct a thorough reevaluation of the strategy. This ensures your brand positioning stays aligned with consumer expectations and maintains a competitive edge, adapting seamlessly to new challenges and opportunities.
Can you explain your approach to integrating accumulated learning and expertise into our brand positioning strategy? How do you keep it up-to-date and relevant?
Our brand positioning strategies are powered by a foundation of industry expertise and continuous learning. We actively incorporate new market insights and evolving consumer preferences into our approach, ensuring your brand positioning stays innovative and aligned with market dynamics. This commitment to ongoing refinement guarantees relevance and sustained competitive advantage in an ever-changing landscape.
What metrics and key performance indicators (KPIs) do you use to measure the success of a brand positioning strategy, and how do you report on these results?
Stage-gated consumer testing is how we evaluate the success of a brand positioning strategy. Our process is so effective we can guarantee shelf performance. KPI’s such as brand awareness, market share growth, brand loyalty, customer engagement, and conversion rates are beyond the scope of our work but we welcome updates from our clients on how improved positioning is impacting brand performance.
How do you involve our team in the brand positioning process to ensure that our input and insights are considered?
Our brand positioning process is built on collaboration, ensuring your team’s insights and expertise are integral to the strategy. Through strategy sessions, we dive into your brand identity, unique attributes, and market challenges.
These strategy sessions create space for open communication, allowing your team to share key insights, experiences, and expectations. By actively incorporating your perspective, we ensure the final brand positioning is not only market-relevant but also authentically aligned with your brand’s essence and vision.
What is your timeline for developing and implementing a brand positioning strategy, and what are the major milestones we can expect?
Our brand positioning services follow a structured timeline within our Path to Performance™ process, typically lasting 2-5 months. This journey includes critical milestones to ensure a comprehensive and actionable strategy. Here’s a look at important milestones:
- Initial assessment: A brand audit to understand your brand’s strengths and opportunities
- Market research: Gaining consumer and competitor insights
- Strategy development: Crafting a tailored brand positioning approach
- Implementation roadmap: Delivering a clear, actionable path forward
The process culminates in a comprehensive strategy and brand foundations document, supported by regular updates and checkpoints to keep your team informed and aligned every step of the way.
How is brand positioning different from branding?
Brand positioning is a key element within the comprehensive branding services we provide as an integrated CPG branding agency. While branding involves the holistic development of a brand’s identity—encompassing its visuals, tone, and overall persona—brand positioning hones in on strategically defining the brand’s unique place in the market and the consumer’s mind.
As a results-driven CPG branding company specializing in consumer packaged goods, we elevate brand positioning by leveraging in-depth market research and consumer insights. This ensures your brand is not only distinct but also deeply resonant with its target audience.
How do you preserve brand equity when repositioning a brand?
Preserving brand equity is at the heart of our approach to repositioning. We focus on retaining the core elements of your brand that resonate with loyal customers while strategically evolving aspects to align with new market opportunities and consumer trends.
Our process includes an in-depth analysis of brand value, examining the brand’s history, customer loyalty, and key value propositions. This ensures the repositioning enhances your brand’s essence rather than diluting it, allowing you to maintain trust with existing audiences while expanding your reach and relevance in a competitive marketplace.
How do you determine what assets you keep when repositioning a brand?
Repositioning a brand requires a careful balance between preserving brand recognition and introducing fresh brand design. We evaluate each asset based on its contribution to your existing equity and its effectiveness in driving recall and resonance with your audience.
Assets that are deeply ingrained in customer perception and reinforce brand recognition are retained, ensuring continuity. At the same time, elements that no longer align with the updated positioning are redesigned to reflect the brand’s new direction. This data-driven approach maintains customer loyalty while modernizing the brand to stay relevant and competitive.
How does brand messaging integrate with brand positioning?
Brand messaging is a cornerstone of our brand positioning strategy, seamlessly integrating to create a unified and compelling brand presence.
Crafting brand messaging isn’t just about communication—it’s about amplifying your brand’s unique market position. By aligning messaging with your brand architecture, we ensure coherence across all touchpoints, from packaging design copy to broader branding assets. This approach solidifies your brand voice, enhances customer connection, and maximizes the impact of your brand positioning strategy.
What is the role of positioning in brand activation?
Brand positioning is integral to brand activation, acting as the strategic foundation for all consumer engagement efforts. It defines how a brand is presented and experienced, shaping the channels, tactics, and messaging used to connect with the target audience.
During brand activation, positioning ensures every touchpoint aligns with the brand’s market intent, reinforcing its unique identity and value proposition. This alignment within a broader brand strategy enables the brand to stand out, nurture meaningful connections, and leave a lasting impression, making positioning a critical driver of activation success.
Where does positioning occur in the overall brand development process?
Positioning is a pivotal stage in our Path to Performance™ brand development process. For a rebranding or repositioning project, development of new positioning begins immediately as it is the foundation for shaping your brand’s identity and strategic direction. This step determines how your brand is perceived relative to competitors and aligns with customer expectations.