Clear, differentiated and optimised value, positioning and communication guidelines for any firm, new or underperforming product or service.

The core of this work is the Customer Value Proposition. When thought through and well articulated, the CVP becomes a powerful lens, through which can be clarified and agreed:

– The commercial viability of an innovation;
– The internal business case required for investment;
– Identification and prioritisation of key benefits …
– … and the required product or service features that deliver them;
– The choice and segmentation of a market, and positioning within that market;
– A true – rather than imagined – competitor set …
– … along with insight into the innovation’s strengths and weaknesses relative to those competitors;
– Guidance on pricing, linking back to the costs required for the business case;
– Briefing inputs for brand development and realisation;
– Guidelines for Go To Market, brand communications and messaging strategies.

Rooted in fresh breakthroughs in current and emerging market dynamics and customer insight, the project rapidly delivers – usually in no more than several weeks – a comprehensive and cohesive picture of the market context, and from there the optimal location in the market – and the optimal revenue capture for – an entirely new, or underperforming existing, product or service. Deeper observations on the role and impacts of the value proposition are here and here.

Once this is built, the competitive positioning for the brand, and a corresponding set of comprehensive guidelines for all communications, are easily and rapidly developed, or, if preferred, can be briefed to an existing agency.

NB: Successful reference projects recently delivered include Zurich Insurance, Lastminute.com and NatWest.

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* Ensuring an executive sponsor from your organisation is allocated to the engagement, communicates the rationale behind it and signs off any ‘Terms of Reference’.
* Assisting in all possible ways to ensure that a contract, (and confidentiality agreement where necessary) is in place, in advance of any work commencing.
* Ensuring all support is in place and access is granted for all and any required data, processes, policies, meeting rooms and nominated resources to enable successful delivery of the engagement.
* Ensuring sponsor availability within the agreed timeline, to resolve any significant issues that may impact the timely completion of the engagement, if not resolved in a timely manner.

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* Provide support throughout service delivery using our World Class Professionals and Subject Matter Experts.
* Provide high quality deliverables in a timely manner and in line with agreements upon engagement with the client. (Any changes to this will be mutually agreed in writing, in advance, between all involved parties).
* Provide deep insights and genuine value-add in all possible areas throughout the engagement.
* Provide progress updates and feedback at regular intervals, agreed in advance or at the engagement ‘kick off session’.
* Respect all personal and professional development of client team members throughout the engagement.

In document and/or deck form:

• A complete account of the logic and narrative of the key market, customer and competitive context for the value proposition;
• A short, precise and easy-to-grasp description of the value proposition;
• A competitive brand positioning, delivered in any preferred format;
• Messaging guidelines covering all key marketing, sales and communication needs.

Project based engagements operate on the basis of agreeing work and any outcomes or milestones for delivery in advance of commencement of any engagement in a ‘Statement of Work’. Prices are fixed for the agreed deliverables and should changes be required, these may incur changes to delivery costs. Payment for Project Based Engagements are agreed on a case-by-case basis, giving consideration to risk, contract value, client payment history, relationship longevity and duration.

A HiveMind Subscription Service enables clients to flexibly engage with HiveMind Expert(s) in line with the subscription purchased. Subscriptions typically run for 12, 24 or 36 months or can also be arranged on a rolling 6 monthly basis. Subscriptions for 6 or 12 months are billed at the commencement of service, with billing for 24 or 36 month contracts taking place on the annual anniversary of subscription commencement.

• customer experience
• Brand Strategy
• Proposition Development
• Marketing Strategy
• Copywriting