What makes Positioning-Roulette different from other positioning development methodologies?

1. Positioning-Roulette
versus other
Positioning Development And
Brand Story Telling Methodologies
(Or How To Get To Better Results, Faster)

2. Over the last 6 months we’ve applied the
Positioning-Roulette methodology to an
increased number of brands, both large and
small, across a variety of categories.
We capture here the reasons why, in our
opinion, Positioning-Roulette is a smarter
approach to brand positioning development.
These reasons are primarily based on the
feedback we received from our clients.

3. The traditional Way to Develop Positioning Platforms
- Potential Solutions to
any given Positioning
Problem-
%tage of potential solutions
a smart marketer will come
up with
Barriers To Better Positioning Platforms:
• Knowledge & experience – Our experiences and knowledge taint and limit the way we look at the world and
identify potential solutions. We’d like to think we’re brilliant strategists but the reality is that our perspective is
only one of many. Ask an experienced strategist how many potential “approaches” there are to solve any given
positioning problem and the answer will most likely be between 6 to 8 (the real answer is 26).
• Our own mental processes – Our values, beliefs and natural mental processes help us make sense of the world
but also provide a bias in our ability to come up with truly innovative solutions.
• Competitive myopia – All too often organizations focus too much on, and get distracted by, their direct
competitors instead of focusing on the consumers, the way they categorize, learn, think, feel and do.
• Prescriptive strategic processes, formats and frameworks– most organizations use specific but limiting brand
frameworks (often based on their past successes) that prescribe the type of outcomes they desire but that also
limit the organizations ability to create innovative brand stories.
• Professional agendas – Let’s face it, the players involved in the process, especially communication agencies and
consultants follow their own agenda (be more emotional, more creative, etc. etc.).
• Groupthink– Often the positioning platform becomes a lowest common denominator solution in order to
“accommodate” everyone involved. A well-meaning desire for consensus turns too easily into paralyzing
groupthink.
• Exciting ideation sessions with no tangible, actionable outcome
• Fear of Missing Out - this nagging feeling to have left something out
• Weak positioning platforms that do not build the business
Outcome:

4. The Positioning-Roulette Way to Develop Positioning Platforms
- Potential Solutions to any given
Positioning Problem -
%tage of potential solutions
a smart marketer will come up with
With Positioning-Roulette
We Enable Better Solutions:
• Positioning-Roulette is based on over 1200 case studies from around the world and across
multiple categories. The Positioning-Roulette process doesn’t start with a blank slate, it
builds on marketing intelligence gleaned from key marketing campaigns from the past half
century.
• Positioning-Roulette starts with the consumers, the way they perceive, learn, think, feel
and behave. This approach enables us to develop positioning platforms and brand stories
that take into account the way consumers process input both rationally and emotionally.
• Positioning-Roulette is not biased by knowledge, experience, our own mental processes,
competitive myopia, prescriptive frameworks and personal agendas. Further, a focus on
the 26 universal approaches to position actually enables to break down those barriers.
Positioning-Roulette is solution-agnostic. What does that mean? The best ideas win
independently of formats, templates and professional agendas.
• Exciting ideation sessions with a tangible, actionable outcome & strategic priorities
• The empowering feeling that every solution has been explored and the best has been identified
• Strong positioning platforms that build the business and enable compelling brand stories
Outcome: Ulli (and the FTT team) has a clear passion and knack for positioning work. He also is very skilled at building
relationships and leading/moderating discussions. The Positioning Roulette methodology led to a deep team
discussion and new insights around how to optimize our brand positioning and also gave the team confidence
that we had explored all potential options. I would highly recommend Ulli and look forward to working with
him again. Marketing & Innovation Director of a leading CPG company

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