Repositioning a Brand Using Competitive Intelligence

How a B2B brand used competitive intelligence to find a clear position and win in crowded markets

Scroll

Challenge

A B2B company in a mature market was losing share to competitors with sharper positioning. Leadership knew they had strong products and service, but buyers saw them as interchangeable with two or three others. The team needed evidence: how the market perceived them and key competitors, where white space existed, and how to message so they stood out.

They had internal assumptions but no structured competitive intelligence. We were asked to run research that would support a repositioning: perception by segment, competitor benchmarks, and clear recommendations for differentiation and messaging.

Approach

We designed a competitive intelligence study targeting buyers and influencers in the category. We measured awareness, consideration, key attributes, and perceived differentiation for the client and four competitors. We identified gaps and white space and turned the findings into a repositioning brief and messaging priorities.

Solution

We delivered a repositioning playbook.

We surveyed 400+ decision-makers and influencers across segments and regions. We benchmarked the client and four competitors on awareness, favorability, consideration, and attribute ratings. Analysis highlighted where the client was underperforming and where competitors were weak—creating clear differentiation opportunities. We delivered a repositioning brief, messaging hierarchy, and a short list of proof points. Timeline: 9 weeks.

Take the next step

See how Intellimark can help you use competitive intelligence to reposition and win.

Outcome

The brand had evidence-based positioning and messaging:

Metrics / Results

+14% consideration in target segment after 12 months

4 competitors benchmarked with attribute-level clarity

Repositioning brief adopted by marketing and sales

Messaging hierarchy aligned across regions

Fin.

Repositioning without evidence is guesswork. They had the data and the playbook.

Explore more

Competitive Intelligence · Brand Performance

Voice of the Citizen, Simplified · Experience to Impact