You're investing in your brand and your marketing and hoping it's going to pay off — but you're not entirely sure it will. If you want a strong return on your investments, your brand positioning has to be doing its job. A strong positioning is focused, clear and grounded in the consumer.

 

I've spent over 30 years in market research working with food companies of various sizes like Kraft Heinz and Continental Mills, brands that invest millions in marketing annually and understand that a strong positioning is what makes that investment pay off. A good positioning is grounded in consumer insights and knowledge, and that's where I come in — helping teams develop, refine, and strengthen theirs.

 

This scorecard covers the key elements of brand positioning I've relied on throughout my career. Use it to think through where your positioning stands today, and whether it's working as hard as it should be.