Brand & Product Positioning Framework
Most research captures what people can explain. But brand and product choice is often driven by faster, instinctive emotional responses too — the feelings that make a brand and product fit, feel credible, and stand out in a cluttered category.
Implicity© is our System 1 measurement framework. It quantifies consumers’ automatic emotional response to brands, products, concepts and comms to give a whole-brain view (emotion + thinking). This means you can build brands and products that aren’t just liked — but emotionally distinctive, believable, and consistently delivered across touchpoints.
WHAT IT’S USED FOR
Implicity© is ideal when you need confidence that your postioning will land in the real world, such as:
- Positioning development and validation (which territory is most compelling, ownable, and true-to-brand)
- Product and comms testing (do they align with the brand positioning to strength distinctive brand meaning and build equity over time)
- Brand portfolio and architecture (clarifying roles, avoiding overlap, strengthening differentiation)
Implicity© helps you measure:
- Where whitespace exists (emotional territories competitors aren’t owning)
- Whether your delivery matches your intent across product, pack and comms
- Recommendations to sharpen the positioning, strengthen distinctiveness, and improve consistency across touchpoint.
HOW IT WORKS WITH OUR OTHER SERVICES
Implicity© can be run as a standalone positioning module, or integrated into concept, product and comms testing – so you can ensure what you’re putting into market isn’t just liked, it creates the right emotional meaning for your brand.
If you want to understand the emotional space your brand can confidently own:
