Prepare evidence before the room meets
Collect customer interviews, sales objections, competitor language, product data, search behaviour and existing research. Mark assumptions that have not been tested.
A workshop cannot compensate for missing evidence; it can identify the questions that require research.
Bring people with decision rights
Include the leaders who own product, sales, marketing and customer experience, with a clear final decision maker. A very large audience encourages commentary without commitment.
Share the agenda, evidence pack and decisions required in advance.
Choose the audience and frame
Define whose decision the brand needs to influence, the situation in which they choose and the alternatives they consider. The true competitor may be inaction or an internal solution rather than another named brand.
Avoid describing everyone as a priority audience; sequencing is part of strategy.
Write a promise with proof
State the valuable difference in plain language, then attach product, operational or experiential evidence. If the proof cannot support the promise, change the claim or the offer.
Personality and tone should follow the position rather than substitute for it.
Translate the decision into work
A useful output includes a positioning statement, message hierarchy, evidence gaps, audience priorities, implications for channels and a test plan.
ICON IMAGE facilitates positioning for international and luxury brands, connecting the workshop with market research, communications and market-entry execution.
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