Corporate and Product Positioning

Challenge:
Rhysome, Inc. wanted to better position itself to create a point of differentiation in the marketplace and gain sales traction. The company's messaging was unclear, with both the product category and target market not well defined. There was an opportunity to better understand the competitive landscape and better position Rhysome vis-à-vis the competition. The key product benefits were broad and well defined but needed to be shortened to improve word of mouth marketing.

Actions:

1. Conducted situation assessment including market size and segmentation, target needs, and behavior, competitive landscape and relevant product advantages.
2. Presented the above findings and collaborated with the Rhysome executive team to create new corporate elevator pitch, corporate level positioning statement, and key messages for defined verticals and products.

Results:

1. Positioned Rhysome as the leading real-time pattern intelligence platform to entertainment, financial services, and medical device industries.
2. Defined pattern intelligence as requiring five critical components that only Rhysome was capable of providing.
3. Incorporated new positioning and messaging into key fund raising and marketing documents.
4. Created positioning action plan and priorities for next step marketing actions.