Value propositions are about creating a solution for your customers. By understanding their real needs and applying our brand research SFA begins to test and ultimately deploy a solid value proposition. This proposition helps to differentiate your brand and out position your competition.
Aloka, Hitachi Medical Americas (HMA) Ultrasound division was looking to promote their line of enhanced surgical ultrasound units. SFA was tasked with developing advertising and collateral materials that conveyed HMA’s value to the surgical physician's market.
SFA immediately set out to find the point of differentiation by conducting market research and speaking to surgeons in a variety of disciplines. The research confirmed that HMA’s product line had some clear advantages in terms of technology. However, a consistent theme of the surgeons' comments revolved more around the exceptional tactile response of the HMA probes they were using.
By leveraging HMA probes and their tactile response in the hands of the surgeon, SFA provided a distinct point of differentiation and more importantly a clear reason to use the product.
Tom Oko, Marketing Director
"SFA's strategy was spot on. By creating the umbrella slogan, "Ultrasound clearly defined" we were able to truly segment our product offerings by application and specialty, allowing our sales teams to become far more relevant to each customer's needs."
Send us a note or give us a call to discuss how we can help your business.
A great naming strategy boils down to one critical factor - differentiation.
Unique opportunities and challenges require the proper balance of brand respect, coordination and urgency to maximize the true potential of an acquisition.
Making the simple complicated is commonplace; making the complicated simple, that's brand architecture.
If you’re not projecting your brand value, we guarantee you that your competitors are doing it for you.
Building brands that build trust – and your bottom line.
Defining critical points of differentiation can mean the difference between your product being adopted or simply being considered a commodity.
It's not what a company thinks it is that tempers growth… it’s what it thinks its not.
