Competitive Brand Positioning

For Penn, Schoen and Berland Associates, there is no mere positioning – there is only competitive positioning. From the boardroom to the ballot box, outcomes depend on what you do, as well as on what your competitors do.  Yet many organizations fail to think systematically about how rivals will react to their plans.

We work with our clients to determine the desired results from a corporate branding initiative, and then build brand and communications programs that deliver these results in the face of competition. Using competitive messaging techniques, we simulate the real world environment and game out your best potential case against the competition’s best case. We can help you do that for all key audiences including:

• Shareholders and the investment community
• The company's senior management team and Board of Directors
• Company employees at every level
• The media and, by extension, the broader business community
• Opinion leaders, business partners and academic advisors who can impact corporate reputation

The result is a differentiated positioning in a market that will win you image, equity, and market share, and that will create sustainable competitive advantage.  Because in the end, whether you’re in a political or corporate campaign – if you’re not winning, you’re losing.

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