We consider position in all of our designs. It becomes a filter for everything we do.
When it came to positioning Yandex, Cunningham Collective did a really good job of understanding exactly what we were doing and how we wanted to be seen. It was a matter of understanding exactly how we were going to find that unique message among all the other technology and machine learning companies out there.
Andy helped us distill our thinking around the words that we would use to reposition BlackBerry and the vision we thought would have a lot of traction in the marketplace.
This was not marketing communications positioning as a thought exercise. It was: How do we build a company? How do we disrupt an industry? And how do we create market leadership and dominance? We now know that we want to create a message that can go viral. We know that we want to establish a category that can differentiate us from the competition. And we know that we want to create a guiding light—a North Star—that will rally the entire company around a shared set of messages and positions and principles that will allow us to work in lockstep and move at a more rapid and effective pace.
The work was truly transformational. Siteworx was incredibly successful with the repositioning and it is fascinating to watch how the broader market is moving to a Build Fast, Run Strong messaging framework as well as a Design, Build, Optimize delivery model. Thanks to Cunningham Collective’s work we beat the market by a year!