Brand Attributes Perception

Determining the Best Positioning A leading global printer manufacturer technology company, concerned about slowing growth, commissioned Breakthrough Marketing Technology to conduct a brand attribute perception study to help them determine the best positioning for an integrated communications campaign in support of a major growth initiative. Brand Attributes Perception Tools: Breakthrough ToolkitTM Approach: Analysis and Innovation […]

Value Proposition in a Box?

Concept Test-Based Go-to-Market Strategy Delivers Growth The following case study describes use of the Breakthrough Toolkit to develop a go-to-market strategy for a Fortune 100 company to grow their business. A small set of concepts was defined from interviews. Testing the value of these concepts would allow for upgrades before commercialization to improve marketplace success. […]

Multicultural Positioning

Better Positioning for Greater Diversity The Union of Concerned Scientists (UCS) is a leading non-profit that utilizes independent scientific research, citizen support, and political advocacy to affect solutions to complex, environmentally-related problems. In looking at the changing population and the changing world, UCS recognized the need to Increase engagement with Black, Latino, and other scientists […]