Avid Technology, Inc., a $700M digital-editing solutions company had a talented marketing team with a deep understanding of customer needs, but little formal or recent marketing training. The team was dissatisfied with positioning and messaging for an upcoming major release in spite of multiple, lengthy planning sessions.


We delivered a one-day course on positioning basics using well-known examples. We provided a process framework and exercises for each step that were relevant to their product and market. Immediately following the class, we led the team through workshops developing positioning and creative briefs for their product launch.


The team felt that their positioning skills were much improved and they were far more confident tackling new product work. The post analysis showed that attendees incorporated the tools from the class into their standard process. The ultimate show of satisfaction occurred when we were asked to repeat the training for additional product groups.