Creativity Doesn't Sell
Creativity is a tactic, the strategy that informs it is what sells. And that strategy is informed by the reality that already exists in a prospect’s mind. Berenson Partners engineers creativity keys that will unite your message with what’s already in the mind of your prospect in a manner that defines your place in your business relationship with them as a leader or most valued partner.
“Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect."
Ries & Trout, 1981
What position do you own? The answer is determined by the marketplace, not the marketing team. Seven-Up’s challenge in 1967 was not their prospect’s attitude toward lemon/lime drinks, but rather an overwhelming share of the prospects mind that was occupied by the colas. Understanding the big picture helped Seven-Up develop the “un-cola” program. Most brands today are in the same position as 7-Up before the ground breaking un-cola campaign. What position can you own?
At Berenson Partners, we engineer a way into the mind of the prospect by hooking your brand, product, service or concept, to what’s already there and then implement this work at any point in your supply chain to capitalize your business opportunities.
What position do you want to own? Berenson Partners works from a long-term point of view, and narrows the focus, while expanding the market; counter-intuitive, but a key law of business development at Berenson Partners.