Brand Positioning

Client:
Gene Logic

Situation:
Gene Logic, a pioneer in the field of genomics research, faced a rapidly changing competitive landscape. Its main commercial competitor had implemented very aggressive pricing and sales tactics. In addition, publicly-available information sources were also emerging.

Solution:
JMC conducted internal and external research to identify Gene Logic's unique brand identity and product benefits. Based on this research, JMC developed a strategic messaging platform to help Gene Logic effectively define, articulate and communicate its positioning, value proposition and competitive advantages to customers and prospects. This platform became a strategic tool which served as the foundation for media and marketing communications. New messaging for Gene Logic was played out in regional seminars, e-mail and direct mail campaigns, advertising and business presentations. To see some of the tactical executions, click on the images below.

Tactics:

• Direct marketing
• Seminars
• Collateral material
• Advertising
• Research

Results:
Regional seminars and e-mail blasts quickly expanded Gene Logic's prospect base, while the value proposition and messaging elevated brand awareness and provided a basis for ongoing marketing and sales efforts.

Comment:
JMC's expertise in market research, strategic planning and creative execution combine to provide comprehensive marketing and business solutions for our clients.