Our Positioning Methodology

A Smarter & More Rigorous Approach To Positioning Development Leading To A Better Outcome, Faster.

(First-The-Trousers has adjusted its proven successful positioning development methodology to enable brand teams to create, develop, finetune and validate brand positioning platforms virtually and remotely).  

We don’t see things as they are, we see them as we are (Anais Nin)

Even the most experienced and flexible marketers will only be able to look at a given business problem or positioning challenge from maybe 4 to 5 different perspectives at the most.

That is because we all operate with a series of mental biases and patterns that are really hard to break away from and that lead us to gravitate towards the predictable and the familiar. And predictability and familiarity are the enemy of original and powerful positioning platforms.

This is where our proprietary positioning development methodology kicks in. It enables us, together with your teams, to look at a positioning challenge from 26 different perspectives (and any combination thereof), and thus hack those hard to avoid mental biases and thought patterns that prevent us from identifying truly innovative solutions.  

A truly consumer-centered approach

The 26 perspectives or lenses we use aren’t random. Instead, they are the outcome of a rigorous analysis of over 1200 award-winning case studies of successful brand building across categories and geographies. They are so powerful, useful, and inspiring because they are deeply rooted in the way people think, feel, learn, choose and behave. No other positioning development methodology starts with this level of depth and substance.

The triggers are used as a starting point and inspiration and combined with creativity techniques (those biases again) to guide a cross-functional team through a systematic exploration of all available positioning options specific to your brand. 

A lack of time and resources is not an excuse for a lack of strategy.

Most brands don’t have the luxury to spend 9 months and $250k on developing a positioning platform any longer (but if you know of one, please, by all means, give me an introduction). Those times are long gone. Our methodology challenges the traditional way of doing things and what would normally take other organizations months to complete takes us only a few weeks while enabling us to identify, discuss and evaluate every single positioning option available to your brand and identify the most promising one.  

This is best illustrated by an email we received recently from a senior consultant at a renowned international brand consulting & research firm that we really admire: “I recently used these (the Positioning Method Cards, the DIY version of our methodology) with my colleagues and we were astonished how well they worked and how quickly we were able to hone in on a territory for the brand we were working on. A team that had already worked on a positioning for weeks got some folks in the office together, told us nothing about where they’d arrived and we broke into teams and used your positioning methodology and in 20 minutes built pretty much what the team that had been working on it for weeks had come up with. Very cool tool to scrape the corners of your brain. We’re planning on using them whenever we’ve got a positioning assignment!”.

The benefits of our approach: 

  1. The methodology combines data and analytical rigor with creative problem-solving methods ultimately leading to better solutions faster.
  2. Yields more relevant positioning options, faster, than any other methodology out there. 
  3. Maximizes both the individual team members’ and team’s contributions.
  4. Rooted in a deeper, more rigorous understanding of how people think, feel, learn, perceive and behave.
  5. Allows an organization to harvests the collective knowledge of the team and aligns the POVs of different stakeholders, also across geographies.
  6. Eliminates FOMO (Fear Of Missing Out), i.e. “did we miss something?”.
  7. Creates a sense of ownership among participants.
  8. Suited for national and international assignments. 
  9. Speed & rigor.

Don’t take our word for it

Embracing a new idea, concept or methodology is not always obvious nor easy (that’s those mental biases and the pull towards the familiar at work). So don’t take our word for it and instead read the testimonials of our clients below (we pride ourselves on a 100% referral rate):

FTT’s positioning methodology was a good reminder that often “tried and true” is the best method when approached creatively. This all-encompassing approach had us explore every positioning option without bias, and with Ulli’s guidance allowed us to distill the ideas into a truly unique place in this increasingly cluttered category.” Managing Director, spirits company.

Ulli and the First the Trousers team helped us with a fresh approach to create a compelling story for a new (global) product through a positioning workshop. It proved to be a very effective method to explore all potential options to build a clear and distinctive brand and product message to conquer customer loyalty and new customers. Ulli’s experience and enthusiasm to prepare the workshop and then moderate the discussions was the icing on the cake. Very recommendable! Global Product Marketing Manager, Multinational company, Healthcare industry

Ulli (and the FTT team) has a clear passion and knack for positioning work.  He also is very skilled at building relationships and leading/moderating discussions.  Their methodology led to a deep team discussion and new insights around how to optimize our brand positioning and also gave the team confidence that we had explored all potential options.  I would highly recommend Ulli and look forward to working with him again. Marketing & Innovation Director of a leading CPG company

Ulli and his team are thoughtful, thorough and caring. They do a wonderful job of listening, understanding and gathering info to help capture the essence of the brand (or it’s aspiration) and then checks it against the real world. FTT has helped us find a clarity that we’d been searching for. C.E.O. of a fast growing company in the Healthcare industry


Our methodology can be used to:

  1. Position new products and brands
  2. Reposition existing products and brands
  3. Add more texture and depth to existing brand stories
  4. Develop new product concepts
  5. Explore new applications for existing products
  6. Re-frame the way you look at your market and identify new growth opportunities
  7. Train your marketing teams through corporate training seminars.

Around 50% of our assignments involve a global brand. 


Want to hear more about our methodology and how it could potentially help your organization? Then do not hesitate to contact us.