{"id":540,"date":"2019-05-18T20:21:53","date_gmt":"2019-05-18T20:21:53","guid":{"rendered":"http:\/\/brandsandbeyond.nl\/?page_id=540"},"modified":"2019-05-20T11:12:22","modified_gmt":"2019-05-20T11:12:22","slug":"purposeful-positioning-case-studies-2","status":"publish","type":"page","link":"http:\/\/brandsandbeyond.nl\/?page_id=540","title":{"rendered":"Purposeful Positioning Case Studies"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"540\" class=\"elementor elementor-540\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-5ae64d9d elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"5ae64d9d\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-7401584a\" data-id=\"7401584a\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-1e532700 elementor-widget elementor-widget-heading\" data-id=\"1e532700\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h6 class=\"elementor-heading-title elementor-size-default\"><font style=\"vertical-align: inherit;\"><font style=\"vertical-align: inherit;\"><font style=\"vertical-align: inherit;\"><font style=\"vertical-align: inherit;\"><font style=\"vertical-align: inherit;\"><font style=\"vertical-align: inherit;\"><font style=\"vertical-align: inherit;\"><font style=\"vertical-align: inherit;\"><font style=\"vertical-align: inherit;\"><font style=\"vertical-align: inherit;\"><font style=\"vertical-align: inherit;\"><font style=\"vertical-align: inherit;\"><font style=\"vertical-align: inherit;\"><font style=\"vertical-align: inherit;\"><font style=\"vertical-align: inherit;\"><font style=\"vertical-align: inherit;\"><font style=\"vertical-align: inherit;\"><font style=\"vertical-align: inherit;\"><font style=\"vertical-align: inherit;\"><font style=\"vertical-align: inherit;\"><font style=\"vertical-align: inherit;\"><font style=\"vertical-align: inherit;\">CASE STUDY 2:<\/font><\/font><\/font><\/font><\/font><\/font><\/font><\/font><\/font><\/font><\/font><\/font><br> <\/font><\/font><br><\/font><\/font><\/font><\/font><\/font><\/font><\/font><\/font><font style=\"vertical-align: inherit;\"><\/font><font style=\"font-variant-ligatures: normal; font-variant-caps: normal; font-family: Lato, sans-serif; font-size: 19px; font-style: normal; font-weight: 600; vertical-align: inherit;\"><font style=\"font-size: 19px; vertical-align: inherit;\"><font style=\"font-size: 19px; vertical-align: inherit;\"><font style=\"font-size: 19px; vertical-align: inherit;\"><font style=\"vertical-align: inherit;\"><font style=\"vertical-align: inherit;\"> Purpose for a niche telecommunications player<\/font><\/font><\/font><\/font><\/font><\/font><font style=\"font-variant-ligatures: normal; font-variant-caps: normal; font-family: Lato, sans-serif; font-size: 19px; font-style: normal; font-weight: 600; vertical-align: inherit;\"><\/font><span style=\"font-family: Lato, sans-serif; font-size: 19px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: 600;\"><font style=\"vertical-align: inherit;\"><font style=\"vertical-align: inherit;\"><\/font><\/font><\/span><font style=\"vertical-align: inherit;\"><font style=\"vertical-align: inherit;\"><\/font><\/font><\/h6>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-783e79a4 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"783e79a4\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-79de995f\" data-id=\"79de995f\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-111e99de elementor-widget elementor-widget-image\" data-id=\"111e99de\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"750\" height=\"497\" src=\"http:\/\/brandsandbeyond.nl\/wp-content\/uploads\/2019\/05\/Purposeful-Positioning-Case-Study-WiFi.jpg\" class=\"attachment-large size-large wp-image-469\" alt=\"\" srcset=\"http:\/\/brandsandbeyond.nl\/wp-content\/uploads\/2019\/05\/Purposeful-Positioning-Case-Study-WiFi.jpg 850w, http:\/\/brandsandbeyond.nl\/wp-content\/uploads\/2019\/05\/Purposeful-Positioning-Case-Study-WiFi-300x199.jpg 300w, http:\/\/brandsandbeyond.nl\/wp-content\/uploads\/2019\/05\/Purposeful-Positioning-Case-Study-WiFi-768x509.jpg 768w\" sizes=\"(max-width: 750px) 100vw, 750px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-18909492\" data-id=\"18909492\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-2727319d elementor-widget elementor-widget-text-editor\" data-id=\"2727319d\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"color: #33cccc;\"><b><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\">Client:<\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/b> <\/span><br \/><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"> Pioneer B2B WiFi Mesh company<\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/p><p><span style=\"color: #33cccc;\"><b><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\">Challenge:<\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/b> <\/span><br \/><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"> The client had led the WiFi mesh category (a small but visionary segment of the WiFi market). <\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\">New competitors were entering the category and the client needed to establish a stronger brand to &#8220;own&#8221; the space they had pioneered.<\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/p><p><span style=\"color: #33cccc;\"><b><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\">Work done:<\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><br \/><\/b><\/span><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"> Defined new purposeful positioning following a systematic approach including competitors and trends understanding, online netnographic research to identify the needs for the super connected home among the early adopters of technology, and brand purpose and value proposition definition.\u00a0<\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/p><p><span style=\"color: #33cccc;\"><b><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\">Results:<\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><br \/><\/b><\/span><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"> The work brought great clarity about how they should position themselves to continue leading the WiFi mesh category. <\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\">The new brand purpose and value propositions were successfully implemented with positive feedback from the customers.\u00a0<\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-49cad1a8 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"49cad1a8\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-4aec0810\" data-id=\"4aec0810\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-50c9104d elementor-widget elementor-widget-text-editor\" data-id=\"50c9104d\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><strong><a href=\"http:\/\/brandsandbeyond.nl\/?page_id=423\"><span style=\"color: #33cccc;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\">&lt;&lt; <\/span><\/span><\/span><\/span><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\">Back<\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/a><\/strong><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>CASE STUDY 2: Purpose for a niche telecommunications player Client: Pioneer B2B WiFi Mesh company Challenge: The client had led the WiFi mesh category (a small but visionary segment of the WiFi market). New competitors were entering the category and<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-540","page","type-page","status-publish","hentry"],"_links":{"self":[{"href":"http:\/\/brandsandbeyond.nl\/index.php?rest_route=\/wp\/v2\/pages\/540","targetHints":{"allow":["GET"]}}],"collection":[{"href":"http:\/\/brandsandbeyond.nl\/index.php?rest_route=\/wp\/v2\/pages"}],"about":[{"href":"http:\/\/brandsandbeyond.nl\/index.php?rest_route=\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"http:\/\/brandsandbeyond.nl\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"http:\/\/brandsandbeyond.nl\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=540"}],"version-history":[{"count":7,"href":"http:\/\/brandsandbeyond.nl\/index.php?rest_route=\/wp\/v2\/pages\/540\/revisions"}],"predecessor-version":[{"id":713,"href":"http:\/\/brandsandbeyond.nl\/index.php?rest_route=\/wp\/v2\/pages\/540\/revisions\/713"}],"wp:attachment":[{"href":"http:\/\/brandsandbeyond.nl\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=540"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}