The Three Ts

We spell positioning with Three T’s

It’s also how 15,000 consumers spell it.

Through our unique Triad Process we had consumers analyze the content of more than 5000 uniquely positioned concepts in 70 different product and service categories.

The results were enlightening, insightful, and led to a new standard in positioning communication.

That new standard is our Three T’s criteria for positioning success.

Tangible Benefit

A promise is made that is in the consumer’s self-interest.


Attributes of the product or service (no more than 3) support the promise.

That’s Me

A connection is made to the promise through the acknowledgement of a universal insight (a belief followed by a behavior).

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