Market positioning

Differentiating your offer from competitors

Understanding the factors that shape the marketing environment is essential for effective marketing. Trends, segments and competitor products and services set the framework for an analysis of your company's strengths, weaknesses, opportunities and challenges. My job is to communicate competitive advantage by creating space between your company and competitors.

Branding

Identity, differentiation and value

Effective branding articulates the essence of your organisation’s products and services using a distinctive and attractive visual identity. Your brand presence will grow in the minds of target audiences when used consistently across all marketing communications. I develop the design goals and brief external agencies or designers directly.

Market segmentation

Understand who you're communicating with

Target audiences comprise multiple categories of prospects, opinion leaders, consultants, industry analysts, customers and potential partner organisations. Researching and building a comprehensive and accurate database of contacts is an essential asset for outgoing marketing communications.

Value proposition

The value to clients of your products and services

The basis of marketing communications. Explains the unique selling points and benefits of your offer, developed into narratives of relevant, topical, concise and coherent messages. All other marketing communications will draw from the themes developed here.