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Testing Positioning in a Wild New Market

The Challenge

Driving differentiation and engagement in a new-to-the-world marketplace for a leading cryptocurrency brand.

Our client – a leading brand in the cryptocurrency space – was launching a much anticipated NFT platform to bring community and marketplaces together. Crafting a compelling market position in a hyper-fluid, decentralized category is as daunting as it sounds… so they came to us for help! We set out to understand what really matters to NFT buyers (and creators!) and identify what messages would resonate best.

The Approach

We connected with NFT buyers and creators of varying experience levels to dig into what they needed and expected from a platform. We teased apart their tensions and what was truly driving them and untangled the context around their wants/needs while determining levels of priority.

We also consulted with top tier creators to gather their forward-thinking on the role of community in a web3 space and how the brand could position its platform accordingly. With each user group, we mapped their perceptions of category players and explored how to best express what the new platform could bring to the market.

The Impact

By flipping key assumptions (which is what we do best!), we uncovered what really matters to target users. Most importantly, we discovered that certain benefits and features are of interest to platform users but wouldn’t be appreciated until other specific needs were addressed.

We helped the brand successfully craft their platform launch messaging, uncover product design blindspots, and inform ongoing product development.

Positioning Tech and Food

A food delivery service app wanted to understand what their new offering should stand for and why consumers should believe in it. It was critical not only for the team to understand what makes this new offering different from our client’s main business, but also what value it brings to consumers.

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Positioning Global and Local POVs

This client asked us to help them explore and carve out value propositions for three new growth markets across Asia. By learning about the region’s local cultural nuances and social media landscape, we could help them cement their place in culture through future product innovations and marketing campaigns.

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A Workforce to be Reckoned With

Helping a leading platform understand Gen Z's professional mindset in order to attract, retain, and support Gen Z. However, Gen Z poses a challenge. They have a very different relationship with social media and have entered the workforce during a time of significant change.

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The Sound believes in sharing knowledge. If you’d like to stay up to date with our reports on people, culture and brands and be able to watch our documentaries (and even be invited to an event or two) then simply subscribe below.

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