The negative aspect of repositioning is that this can be seen as unsubstantive "spin", where "deception is reality", as opposed to "perception is reality". The objective of positioning or re-positioning is to accurately, imaginatively and truthfully position a program based on substance, commitment and principles. Based on honesty.

When you re-position, people ask "why?" And what better answer than: "because we've changed, we have new objectives, we're repositioning to meet our customers' needs," etc.

• We assess your target market position - If your organization is going to establish a new position, we help you develop the rationale, audience demographics, objectives and messaging based on the new strategy/business plan. We explore options for enhancing the repositioning.
• We build/rebuild your image framework - You may need to marginalize or deconstruct the way you were in order to reconstruct your program, policy or organization. Or if it's a new initiative, we can help build a framework that will achieve your desired outcome.
• We help you build a new position - A new position needs to be built on substance and truth. Or we can't help you. Your new policy, program or organizational position needs to be validated by your commitments, principles, objectives and vision.
• We help you build new programs for the position - The programs we develop are largely communications programs, but there may need to be related programs that are aimed at reaching your intended markets through other initiatives.
• We create a new marketing package(s) - New positioning means new looks, new messages, new message delivery mechanisms. And even using old communications tools and channels in new ways.
• We help you deliver the new position and programs -- We won't leave you alone to deliver your programs with our great new recipe. We'll stand shoulder-to-shoulder with you to help you implement the program - but never in your limelight. You take the credit.

• Make us a part of your planning team and we'll build the product you need, based on sound research principles.
• We'll build the communications programming - internal and external - that you'll need.
• We'll help you build, and fit, the new image - honestly.