Project Activity #3: Refine the value proposition, develop a brand positioning, and discuss brand execution. Value Proposition: Review the value proposition canvas (included here) What fundamental problem does the AR solution address? What specific jobs/pains/gains does the AR solution address? What type of fit has your team tested: Problem-Solution, Product-Market, Business Model? [Most will be at problem-solution; this is okay!] How will you summarize the value proposition into a pitch, so that people quickly understand what your AR solution accomplishes. Brand Positioning Conduct a Competitive Analysis. Identify & list competitors Select features for analysis (attributes, strategic approach, target customer, etc). Assess the competitors within your framework Develop a perceptual map to visualize the brand positioning environment Develop a positioning statement, using the template discussed in class(included here) Brand Execution If you have time, discuss how you will use brand elements (colors, images, fonts, messaging) to convey your brand positioning It’s not likely that you’ll have time to cover all of this in-depth. As you progress on the project, please use this – and other activities – as guides to help you work through the project requirements. These activities demonstrate how to use the tools covered in class in actual planning.

COMBINE IT, MADLIB STYLE. TO (target segment) , (firm/product) IS THE (category/competitive set) THAT (value proposition / what can customer’s expect BECAUSE (supporting evidence / reasons to believe) .

AN ANALYTICAL TOOL TO HELP YOU BUILD A BRAND POSITION CUSTOMER COMPETITOR COMPANY Conduct market research to understand the target customer’s needs. This relates to the jobs, pains, gains that we discussed during the value proposition section of today’s class. The resulting brand position must be relevant, resonant, and realistic. Conduct a competitive analysis to fully understand the most relevant competitors, what they offer, and how they address the customer’s needs. Look for opportunities to differentiate. The resulting brand positioning must be distinctive, defensible, and durable. Assess your firms capabilities and competencies to ensure that it’s able to execute on the brand promise. Consider the firms mission and values to ensure that the brand position aligns. The resulting brand position must be feasible, favorable, and faithful.