As marketplaces grow increasingly cluttered, our clients must set themselves apart from their competition. Our philosophy insists that positioning drives an entire PR campaign: it enables us to differentiate clients when we communicate with industry analysts and the media.
When appropriate, DBS will recreate a client's positioning entirely; or we will refine an existing positioning for greater market relevancy. It is our practice to work hand-in-glove with branding, corporate ID and advertising agencies to develop seamless positioning that effectively crosses all marketing initiatives.
Many engagements begin with our proprietary process, including one-on-one interviews with senior management and external constituents, in addition to a competitive analysis to create a unique and sustainable positioning. We then develop a matrix that highlights what competitors are saying--and what they aren't.