Active alignment in the relevant market
It requires clearly defined positioning objectives and a suitable conceptual design. The starting point is the current position, which can be adapted depending on the objective or must be defined for the first time in the case of new companies.
In order to turn strategic ideas into concrete reality, it is essential to realistically evaluate one’s own possibilities. What can and does the brand want to achieve? One should be careful not to make empty promises and unrealistic claims – a positioning strategy is useless if the brand cannot meet its own expectations – and thus those of potential customers – because the appropriate resources or culture are not available.