Positioning Wargame Workshop

In this program we will facilitate a two-day workshop to assist a Brand Team in determining the Key Differentiators (those facts that set them apart from the competition that are important to the target customers). We will use our “Buying Criteria” Model to assist in this process. The participants will discover the #1 differentiator and then develop key messages to support that differentiation. In addition, the competition’s winning attributes will be discovered so that the participants can decide if they want/need to “Block” the competitive advantages.

Learning Objectives:

  • Participants will determine the relative value of their customer segments
  • Participants will learn to look at their brand (and competitors') though the eyes of their key customer segments
  • Participants will determine their advantages and disadvantages versus the competition
  • Participants will determine the # 1 differentiator (as well as a few contingencies)
  • Participants will determine the key messages that will support their differentiator
  • Participants will discuss the tactical elements that need to be in place to support their differentiator

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