Ultimately, the market determines the value of your company…
and its products—often based not on sales and earnings, but on perceptions and intangibles. Many companies become so distracted by the day-to-day tactical demands of business that they miss the opportunity to effectively explain their unique and strategic role in the marketplace.
If your company does not rigorously define itself, customers, vendors, analysts, the public at large—even your competitors—will define you by default, based on vague impressions, and incomplete or inaccurate information. DaynerHall will help you define and defend your most strategic position in the market, to separate you from an ocean of commodity competitors and help you maximize profits, market share and shareholder value.
ValueArc works. Plain and simple
"I’ve witnessed ValueArc energize our company’s position and prime it for acquisition – and it continues to be an invaluable tool for reaching my messaging and branding goals."
Tracey Mustacchio
Vice President of Marketing, Vivisimo(now part of IBM)
ValueArc Value Pillar™
A unique, guided session with key company stakeholders – the Value Pillar process is a step-by-step, visually-based system for mapping your validating attributes and working up to your central market claim, a position that guides your marketing and branding efforts. Value Pillaring collects your key advantages in a single, concise, visual manifest that drives you from the default market position to a strategic vision for the future.
ValueArc Messaging Pyramid™
The messaging architecture serves as a hierarchal framework for organizing the newly defined positioning from the Value Pillar into an approved “story line” that helps assure message continuity and discipline throughout the organization. With a well-structured brand position and narrative, you can now go to market and begin to change the default perception of your company to the desired strategic position. With this blueprint and a maketing outreach campaign you can start to close the “value gap”.
