We
ultraposition
brands.
After more than 30 years of managing top global brands such as Apple, Intel & Co. I’ve distilled these success stories into a 7 Steps Branding Framework. Step by step we help entrepreneurs to position their brands with laser-like precision in the minds of their target audiences. Our Ultrapositioning process covers the areas of corporate, leadership, value and employer branding.
– Fredy Osterberger
FDY Founder and CEO
Corporate Brand
How to build an ‘eternal compass‘ for your brand –
with the 7 Steps Branding Framework
ULTRAPOSITIONING
ULTRAPOSITIONING
Everyone talks about brand DNA. But what exactly is this often-quoted ‘brand essence‘ of a company? To provide our clients with concrete, highly practical results, we have developed the 7 Steps Branding Framework.
It’s based on a structured process for deriving the Ultrapositioning, combining the four brand segments ‘heritage‘, ‘offer‘, ‘ideal customer‘ and ‘promise‘.
The intersection of these segments forms the core. This core is articulated in an ultra-compact way and then translated into a manifesto, key messages, and values. Ultimately this provides an ‘eternal‘ – as in timeless – compass to guide further marketing, communications as well as business strategy efforts.
Clearly structured briefings for downstream marketing and communications agencies complete the process.
HOW TO ULTRAPOSITION BRANDS IN 7 STEPS
Every year medium-sized companies spend many billions of euros on building and managing their brands, often without measurable results.
More demand, more recognition, more preference?
Can’t say that?
Yes, you can.
Fredy Osterberger, FDY Founder und CEO
THE RADIANCE OF BRANDS
Our 7 Steps Branding Framework makes your brand shine.
Stop Marketing before Ultrapositioning!
The 7 Steps Branding Framework is a standardized methodology that transforms your brand into a powerful lead generator, PR professional and talent magnet in the shortest possible time and at a manageable cost.
It is a process that draws on decades of experience managing some of the world’s biggest brands like Apple.
Rely on invaluable knowledge to put your brand where it belongs: on top.
STOP MARKETING…
…BEFORE ULTRAPOSITIONING
Standardized, efficient and enriched with the experience of over 400 Ultrapositioning projects in eleven key industries
That’s how the 7 Steps Branding Framework works.
1
SOUNDING THE SITUATION
The very first step is to work with the client to explore their business and brand landscape. What are their specific challenges? What are their headwinds? What are their aspirations? What do they want to achieve? In order to be able to define the goal and set up the process.
2
DEEP DIVE
Together we begin the Ultrapositioning process. We dive deep into our client’s brand-relevant environment. Our team of analysts, insiders, and experts gathers and evaluates information on markets, players, competitors and products. Initial insights, ideas, and working hypotheses are validated through in-depth psychological interviews with selected brand stakeholders. So that we can work on THE right solution and not JUST a solution
3
PLAYGROUND CHECK
Our Playground Check aims to provide a detailed and vivid understanding of the competitive landscape for the brand to be ultrapositioned. We have developed a tool called ‘Around the Campfire‘ that provides an unprecedented level of detail on the positioning spread of the brands involved. This allows us to reliably predict white spots for the new positioning.
4
AUDIENCE & AVENUES
Sociographic segmentation criteria provide only a rough indication of current trends and target behaviour. Our segmentation tool based on the latest findings in neuromarketing clusters target groups, using neurotransmitter-based drive systems. With our truly practical guidelines for developing target-optimized approaches, we can understand the audience and derive the specific strategic options. And create the first narrative of our story.
5
UNIVERSAL BRAND FRAME
In this step we create our client’s universal brand framework – the ‘face’ of their business is born. By defining their Vision, Offer, Promise and Values, we develop the new Ultrapositioning and brand strategy as well as the core messages they want to communicate and how they want to be seen in the marketplace – completing the uniqueness of their narrative.
6
BRAND CONVERTER
In this step, we develop the toolkit to ensure that the brand is consistent across the organization. We work through all the elements of the brand system – upstream to business strategy and downstream to communications. Building an amazing brand through 360 consistency: Our client’s North Star for all decisions.
7
BRAND ACTIVATION & PLAY BOOK
Ultrapositioning almost done! Finally, we activate the set-up to prepare the brand for the marketplace and transform the business into an amazing brand. Through the Brand PlayBook we define the key strategic recommendations – everything the client needs to work with and brief the agencies and internal teams. So that everyone knows what the new brand stands for and what it means to them!
As of 2024 – more than
More
than
Knowledge from more than
Expertise
in
FDY Wall of Fame.
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