METHODOLOGY

Boston Communications is an expert at positioning. Many marketing and public relations firms scatter their clients’ resources on communications with little strategic value. We help our clients grow through positioning that is built directly on their business strategies.

Our positioning service, the PositionAudit, has been developed and refined over nearly two decades and dozens of successful engagements. We start by interviewing the executive team to identify business strategy and management’s perception of the market. We then interview key customers, analysts and media to analyze current market position, customer and market perception of the client, and competitive threats and opportunities. Finally, we conduct an analysis of competitors’ positioning and market acceptance of that positioning.

Based on our analysis of the data inputs gathered, we recommend how the client can translate its business or product strategy into a better-differentiated position – a position that is credible, memorable and easy for market influencers to understand and propagate. We make specific recommendations on terminology, message points, and go-to-market strategies.

Our public relations implementation teams are then tasked with driving clients’ differentiated positioning into the market. With the overabundance of messages in the marketplace and customer skepticism in the wake of the bubble economy, what customers really respond to today are recommendations from trusted third parties. By creating solid, well-articulated positioning and winning over third-party influencers, Boston Communications has enabled clients to gain market leadership.

A Unique Process
The diagram below represents our unique communication process: