Customer BuyWay

TopRight created The Customer BuyWay™ because past positioning frameworks had not evolved to keep pace with the new ways in which Brands are activated today.

Classic Approach

  • Designed for simple, uncomplicated purchases
  • Generally does not define each step of the purchase process
  • Identifies the overall benefit drivers for purchase intent
  • Generally difficult to translate into a creative strategy beyond broad reach

TopRight Approach

  • Comprehends more complex, longer purchase process
  • Dissects purchase process to define consumer needs at each point
  • Identifies drivers of purchase intent at each decision point
  • Designed for activation - at broad reach and 1-to-1 level

The Customer BuyWay™ has been designed for flexibility - it can be used to position individual Brands and complementary Brands within a portfolio to assist in portfolio allocation.

It can also be used to develop a position or value proposition for a Brand with a specific consumer and / or customer segment.