Our methodology is based on four steps:

1.

Pre Touch

Strategic Choices (and waivers!) – the pillars of positioning

The “What”:
It is the tangible/functional attribute, from the customer’s perspective, which the brand will take over. In corporate positioning, it is the definition of the company’s vision.

The “Who”:
It is the style of connection with which the brandwill Interact with its audience.

The “How”:
It is the style of connection with which the brandwill Interact with its audience.

2.

Touch Insight

Identifying the insight – the human motivation

It is the deepest human motivation from its target audience’s point of view, which explains the strong adherence with “the what”. This motivation is extracted, through research, from an audience that already demonstrates strong emotional and commercial adherence to the defined functional attribute.

3.

Touch Life

Articulating the positioning and language

It is the development of the point of view and tone of voice through which the positioning will be expressed, this will serve as a platform for future development in communication.  In case of corporate positioning, the organization’s goal is communicated here.

4.

Touch Points

Positioning implementation guidance

It is the definition of key messages through point of contact and/or target audience. Structuring of the brand’s portfolio architecture, hierarchy organization and navigation logic.

In corporative positioning, the definition of the inside behavior’s guidance will shape the company’s culture..