For in-house marketers leading growing brands
Put buyer evidence behind the brand bet.
Compare the position your team is about to back with public buyer evidence – before you commit the team and budget.
Decision frame
Illustrative structureThe position
What the team plans to carry into market.
Buyer evidence
Public sources grouped by buyer segment.
The question
Where do the position and the evidence pull in different directions?
The risk before the launch
The message won the meeting. The buyer was not in the room.
A workshop and a deck can settle the internal argument without showing where the position departs from buyer evidence.
- The workshop settles a coherent position.
- The launch plan turns that position into work and spend.
- The results leave the team separating message, media and market after the fact.
The positioning gap
Find the gap before you fund the launch.
Public evidence sharpens the hypothesis. The market test remains the market test.
- 01
Set out the position.
Use the claim the team is preparing to carry into market.
- 02
Inspect buyer evidence.
Compare it with segment priorities, objections and demands for proof, with the source open.
- 03
Make the call.
Keep it, revise it or reserve it for a live market test.
The next brand decision
Reopen the positioning when something material changes.
Keep the approved position current in Brand DNA as the go-to-market changes.
A new offer
A new audience
The market responds
Used to build strategy and content for real brands
See what your brand says – and what buyers may hear.
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