Fine-Tuning Messaging and Positioning

As the cloud industry becomes increasingly saturated, companies must find ways to stand out from their competitors and make a strong impact in the market. Our client, a leading technology provider, was launching a wide range of cloud-based offerings, including multi-cloud and hybrid-cloud solutions. To ensure the success of their launch, they needed to refine their messaging and value propositions to make each offering relevant, compelling, and distinctive.

To achieve this goal, we developed a quick message-testing process using a standardized set of screening questions and key performance indicators (KPIs). These KPIs were carefully selected to measure the relevance, uniqueness, differentiation, brand fit, and persuasive power of each message. Our standardized approach allowed us to quickly gather data and compare results across multiple studies, providing our client with an efficient and effective way to fine-tune their messaging.

Thanks to our rapid message testing process, our client was able to quickly identify the most effective messaging for each offering. Their cloud-based products were then launched with messages that resonated with key decision-makers and influencers. The standardized testing methodology established through this project can now be used to evaluate and improve messaging for future services.