Prodigal Media Co Inc

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At Prodigal, we believe that it really does not matter what your target audience thinks of you. Thats right. It only matters what they think of you relative to their other choices which is to say relative to your competitors.
This is a core principle of Positioning: The Battle for Your Mind, the seminal book written by Al Ries and Jack Trout about 30 years ago.
Consider the voter who believes her current congressman is incompetent. If she distrusts his challenger even more, she will nevertheless vote to retain the incompetent congressman. Conversely, if she has high regard for her congressman, but likes more what the challenger brings to the table then all her good will for the congressman does him no tangible good. She has one vote, and he is not going to get it.

Your company is often in the same position: a zero-sum game between you and your competitors for your prospective customers dollars. Your brand or products needs to be differentiated from your competitors in a way that perceptually offers more value to your target audience.
At Prodigal, our Brand MRI process includes a competitive rating module that helps isolate the attributes your target audience most highly values that give you an advantage over your competitors.
Contact Prodigal to discover how marketing science and advertising creativity help clients secure marketshare leadership.