The De-Positioning Equation

Fazer Methodology

Customer-focused pain point solutioning. This is the strategic approach that delivers extreme relevance. The most effective way to position a brand in any market. When done right, it de-positions competitors. This is the Fazer Methodology. Designed to deliver business outcomes. When integrated into an organization with discipline, it delivers a sustainable competitive advantage. De-Positioning is a proven construct for driving bottom line growth. It’s undeniable, impactful, and ready to work for you.

Discipline 1: TAKE A POWER POSITION

FLEXING YOUR POTENTIAL

Positioning is the lens through which we express the emotional, functional, and formative elements of your brand. Before creative application comes an intensive examination of your business, customers (real and potential) and the competitive landscape. We aim to uncover a singular, strategic opportunity space from which to build a positioning platform and develop the visual and verbal expression of your brand. This platform is designed to de-position your competition. That means elevating an aspect of your brand that underscores a unique strength while exposing your competitors’ weaknesses. The most powerful brands in the world anchor themselves in singular, top-of-funnel ideas that establish parameters for creative brand expression.

Discipline 2: DEFINE THE NARRATIVE

FOCUSING COMMUNICATIONS

When your positioning platform is set to solve customer pain points, de-position your competitors, and amplify your real performance drivers, it’s time to develop a narrative and voice that reinforce your market opportunity. Consistent communication of who you are, what you do, how you do it, and why you exist is instrumental to aligning internal and external imperatives. Your narrative and voice are key tools for creating sales and marketing cohesion. Customer engagement deepens when a brand communicates clearly in a voice of its own.

Discipline 3: Develop a Visual Language

Telling design stories

We create bold, iconic, and dimensional visual identities that amplify brand essence. Winning designs clearly express a brand’s fundamental position, personality, and values. Every visual element is an emotional signifier sent straight to the heart of your target customer. Together, these elements should cohere to create a rich visual language, fit for myriad applications. From concept to colorways, stylescapes to design systems, we help the world see your brand more clearly.

Discipline 4: EXPAND THE BRAND

Keeping it cohesive

Brand is the sum of every internal and external interaction your company creates. Visual. Verbal. Interpersonal. The opportunities for impactful impression-making are many. And, as market trends and consumer behaviors evolve at hyperspeed, brand power depends on your ability to communicate consistently across every field of interaction. We break down customer journeys, optimize touchpoints, and tune every surface to create big brand cohesion.