Marketing is all about nuances. The gap between a message that resonates with a customer and one that falls flat can be difficult to close, but is at the core of marketing success. When Avtron came to us with an idea for a new brochure for its Metals market segment, it was clear even to their marketing executives that the message was undefined. Do we focus on the core offering, motors and drives? Or do we have enough credibility to position the company as a broader system integrator? Because the question went to the heart of customer perception, Goldstein Group went to the source – Avtron customers – with a detailed customer interview process to measure perceptions, competitive strengths and probe for successful positioning platforms. The system integrator theme won out – but only after research analytics showed the market perception would support that position going forward.
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Brand BlogIt's a "Brand" new world out there for branders and marketers. Read about it here, in Goldstein Group's Brand Blog. |
