Agency divided into

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To achieve this, we have coined a method in OTO  3 steps: Online Market Analysis At this stage it is important to take a snapshot of the company's initial situation, to understand: The company's strengths / weaknesses , and any opportunities/threats arising from the market Buyer Personas , or the company's " typical customers ", focusing on objectives, fears, barriers to purchasing, needs, expected results Competitors , or companies that compete with us in the market The elements that differentiate you from the competition, or the attributes (strong or weak) communicated by other companies in the sector Brand Positioning At this stage it is important to find the company's differentiating element, that is, that characteristic, attribute, unique idea that is not communicated by the competition (this is why we analyze the competition first). Let's delve deeper: Values ​​or the founding principles of the Brand. They constitute the strongest bond between the brand and the public The Vision or why the company exists, what objective it wants to pursue.


The Mission or the actions that the company actually carries out to caseno email list achieve its vision Brand Identity Let's define all those aspects that contribute to the Brand's identity: Naming , or the name of the Brand (this phase follows the positioning; sometimes after the Brand Positioning phase, the company name is no longer consistent with the positioning of the Brand ) The Payoff , or a mini-sentence to support the Brand The Archetype , or the Brand's personality The Tone of Voice, or the Brand’s communication style. What aspect of brand positioning fascinates you the most? The success of a Brand Positioning activity depends on the strategist 's ability to delve into the reference sector and understand market dynamics. This means that with each project I delve into new areas, often far from my own. Another aspect that I really like is the relationship of esteem and trust that is created with the customer during the process.


Behind a brand there are people, with values, with stories, with ambitions, with whys . What resources (portals, books, magazines, etc.) do you recommend to those who want to delve deeper into the topic of brand positioning? To delve deeper into Brand Positioning, I recommend starting with the books written by the founding fathers of the subject, to grasp the essence and fundamental principles: Rosser Reeves – USP Communicating to sell ( Brand Positioning is the evolution of the concept of Unique Selling Proposition ) Al Ries, Jack Trout: The 22 Immutable Laws of Marketing Positioning: The Battle for Your Minds For those who want to delve deeper into the concepts of Brand and the importance of doing Branding, I recommend: Guzzanti brand identikit Kevin Lane Keller's Brand Management Did Alessandro make you curious? Position – or reposition