Positioning & Communications

Rockbridge provides a suite of solutions to help companies understand their strategic position in the marketplace based on the needs of buyers.  These include Positioning and Communications Research, Brand Equity Measurement, and Means-End Research.

Positioning and Communications Research

Rockbridge conducts positioning and communications research to help marketers understand how they are perceived in the marketplace and what drives buyers to their services.  An important part of our studies focuses on the market’s pain points, or areas where they have a need that is not currently being met.  We also measure brand awareness and image, the value of service features, and effective channels for communications.  The results of the research can be used to create a unique positioning, and to craft communications messages that effectively attract buyers.

Brand Equity Measurement

Rockbridge also helps clients measure their brand equity and track it over time.  We use a model of how marketing communications ultimately changes behavior toward a service or brand. The model is based on a framework that begins by building basic awareness, then increases the depth of awareness, then changes opinions towards the brand, and finally builds trial and usage.

Rockbridge can provide an end-to-end solution for brand development.  We work with Greystones Consulting.  Greystones has a proven approach to brand development with both Fortune 500 clients and small businesses.  The company provides a range of marketing consulting services including brand strategy, marketing communications, social media strategy, customer acquisition and retention strategy and product marketing strategy.

Means-End Research

To help clients understand customer needs and develop compelling communications, Rockbridge conducts Means-end studies that involve “laddering” interviews to identify consequences, emotions and values that drive choice.  Our consultants use a sophisticated VOIP-enabled system for laddering over the internet.  The final deliverable is a Buyer Decision Map that reveals strategic directions for positioning, messaging and product development.