Positioning & Strategy
Consciously choosing where you stand in your market and your customer’s mind
Defining Your Position
Convenience. Price. Performance. Service. Customization. Innovation. Technological excellence.
These — and many others — are common positions that shape how organizations compete and grow. But knowing which one truly belongs to you is essential. It’s the foundation of your differentiation, your brand, and your long-term success.
Cowley helps uncover and refine that position through a proven process that combines insight, research, and strategy — beginning, appropriately, at the center of the onion.
Inside-Out: Understanding Your Organization
We start by listening to the people who know your business best — your leaders, managers, sales team, and partners. Their perspectives often hold the first clues to your authentic market position.
To validate and align those perspectives, Cowley conducts qualitative and quantitative research such as:
- Executive interviews
- Employee and channel partner surveys
- Discussions with industry experts, analysts, and trade editors
- Focus groups and workshops
This gives you a clear, measurable picture of how your organization, culture, and value proposition are perceived from within — and where alignment or opportunity gaps exist.
Outside-In: Understanding the Market
Once your internal story is clear, we study the external one. We analyze your competitors to understand how they’re positioned — not to mimic or oppose them, but to identify where your brand can most effectively stand apart.
Finally, we listen to the voices that matter most: your customers. Through interviews, surveys, and other research, we uncover how your organization is truly perceived — progressive or traditional, premium or value-driven, responsive or rigid.
These insights, weighed against your internal and competitive findings, reveal a clear, defensible, and ownable position. One that becomes the natural bridge to the next phase of your journey: Branding.