QNTM

“One Story” – Crafting the Market Positioning, Propositions and Spirit

Stakeholder: CEO

The Challenge
QNTM was in scale-up mode. Following a series of successful acquisitions, it was time to craft a compelling QNTM story to work alongside the group company propositions relating to DXP, marketing automation, e-commerce and data collection. The QNTM story would be targeted at CMOs looking for a MarTech eco-system that would deliver significantly more value than the current best-of-breed or monolith platforms, within their existing tech stack.

Why TKM
Our expertise in generating insightful strategy, defining creative positioning and creating unique and relevant content to drive demand generation, ensures we will craft a compelling story to drive sales, nurture prospects and accelerate growth. In addition to this, our expertise in change and relationship management, minimised the risk around alignment and adoption of a new story and positioning.

What We Did

Immersion

  • 1-2-1 CEO workshop
  • 10 x Executive Leadership interviews
  • 5 x client leaders and industry expert interviews
  • Review existing multi-territory sales collateral
  • Baseline industry research, trends and hot topics

Imagination

Brand Positioning Development Workshop in Oslo: Insight, Education & Alignment

  • Industry
  • Customer
  • Verticals
  • Our Company
  • Pain points, benefits & value
  • Communication
  • Business truths
  • Personality
  • Fundamentals to positioning and proposition development

What We Delivered
A comprehensive Lighthouse Model encompassing:

  • A positioning statement; an evocative statement with visual imagery support.
  • A compelling story, addressing the market tension and outcomes.
  • Value propositions and key messages for the primary personas.
  • Definition of the spirit to mark the company out in a complex landscape.
  • A creative brief to use internally and for creative partners.

The Outcomes
Executive team alignment around “one story” for QNTM, moving away from a laundry list of functions and features and wholly focused on the market tension, client’s challenges and largest pain points, culminating in a unique positioning that marks QNTM out in a complex market, and a stance that fully encapsulates the spirit of QNTM.