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Conversational AI Trailblazers : Brand Positioning and Go-to-Market Strategy
The case exemplifies the power of strategic branding and marketing. By understanding customer insights, identifying whitespace, and crafting a compelling brand narrative, Active AI is poised for sustained success and market leadership in the dynamic field of conversational AI.
About the Client
Active AI is a prominent provider of conversational AI platforms tailored for financial services.
The primary aim was to redefine the brand positioning for Active AI, particularly in markets like the USA where they were not established. The task involved crafting a positioning statement that best represented the brand and addressed market needs.
Market Research and Competitive Analysis: Unveiling Insights into Active AI's Brand Landscape
Paul Writer conducted extensive primary research by interviewing Active AI’s existing customers. The focus was on assessing brand awareness, perception, purchase drivers, and customer experience.
Additionally, a comprehensive analysis of competitors and market landscapes was conducted to identify gaps and areas of differentiation. Models and frameworks used were Frame of Reference model (Why, Who, What, How, Where) for positioning and the Paul Writer’s Branding House Model.
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