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Case In Point
When competition is attacking the business you used to
own.
This pioneering firm was used to having its way in a field
of education they had virtually invented. Unfortunately, their
success attracted new market entrants. And before long competition
was pounding away at the firm's leadership position and market
share.
Clearly training marketing countermeasures were needed and
soon.
FUSION began by surveying current
and lapsed customers to determine where competitors had made
inroads and where their claims had struck a responsive chord.
Then we surfaced unmet market needs and areas of dissatisfaction
that played to our client's unique strengths and attributes.
The result was a brand identity and competitive positioning
approach that allowed our client to carve out an attractive
and defendable franchise at their competitors' expense. And
plans for driving home the advantage via sharp-edged promotion
and media advertising.
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