Embed Size (px)
Citation preview
Competitive Brand Positioning & Messaging Analysis for The Haven
prepared by:
Ryan Rigoli & Matthew Sloane
PurposeTo understand the current landscape of brand positioning & messaging among a handful of similar organizations that can inform The Haven as to how it is unique and how to convey that in the marketplace.
ProcessRachel Davey selected seven organizations in the personal & professional development market for analysis.
Ryan and Matt from Soulful Brand assessed each organization’s brand positioning and messaging based on a review of their website. In some cases, what is true for their brand may not be coming through in their messaging, so we’re limited by what they are conveying rather than what is true for them internally.
This document is a distillation of our discovery process.
Organizations Chosen to Analyze
Traditional / Residential Personal Development Centres :::
• Esalen Institute• Omega Institute
University Program :::
• Royal Roads University Continuing StudiesCore Curriculum without Residential Centres :::
• Context International• Landmark Worldwide• Imago Relationships International• Hoffman Institute• Center for Nonviolent Communication
Categories for Comparison
1. Brand Elements + Essence2. Voice / Archetype3. Tagline4. Company Description5. Stands6. Genesis Story7. Brand Positioning Analysis & Insights
( 1 )Brand Elements &
Essencethe DNA of the organization
WHYThe reason an organization exists—what initially creates trust and resonance with potential customers
WHOThe core audience that each organization is primarily addressing in its messaging
HOWThe way in which the organization serves its customers and the unique attributes that are common across its offerings
WHATa. WHAT is it? = The overall service (and core offerings)
that enables...
b. WHAT’s the impact? = The customer’s take-away or outcome of engaging with the org —i.e. the value they receive
Below is a definition for each of the “4 key brand elements” we analyzed...
And a definition for what we mean by “brand essence”...
Brand EssenceA guiding light that exists within and connects all elements (a 5th element)
WHY
Human possibilities vastly exceed our imagination
WHO
Seekers, worldwide, who want to deepen sense of self &
service to others
HOW
Anchored by the inspiring beauty of Big Sur, experiences
from a variety of wisdom traditions & teachers to
unleash latent capacities
WHATRetreat center & educational institute (workshops, education, research & community)
that enables you to...
Re-energizea sense of purpose for yourself
Brand Essence:
Pioneering Human Potential
WHY
The well-being of each of usis deeply connected to
the well-being of all living things and the earth itself
WHO
Seekerswho desire to be
‘spiritual activists’
HOW
Lifelong learning programs, from multiple wisdom
traditions, teachers & healers that support the art of living in
an interconnected world
WHATSource for wellness & personal growth
(workshops & community initiatives)
that enables you to experience...
Health, happiness, community and ability to create social change
Brand Essence:
University of Life
WHY
Living and working together towards a more sustainable
existence for all
WHO
People interested in meaningful work that uses their
natural talents and skills
HOW
Educational environments where the innate gifts of each
individual become evident
WHATUniversity Continuing Studies Program
(courses, discussions, events)
that enables you to experience…
A vibrant life of meaningful work and service
Brand Essence:
Human Vibrancy
WHY
There is more to life—more meaning, more substance, more fulfillment—more fun.
WHO
Professionals and people in relationships who want to maximize their potential
HOW
20% lecture30% interactive dialogue
50% practicethat reinforce your learning &
integrate it into your life
WHATPersonal & leadership development
program (courses)
that enables you to…
Invigorate all aspects of your life for lifelong success
Brand Essence:
Pursuing Excellence
WHY
You can make your possibilities into realities
WHO
Unsatisfied, curious professionals who want
to live life fully
HOW
Structured, goal-oriented transformation with
accountability practices —altering how people view themselves,
the world and what is possible
WHATPersonal training & development
program (programs & personal coaching)
that enables you to experience…
High performance, doing what you love
Brand Essence:
Make It Happen
WHY
Falling in Love is easy.Staying in Love is a skill,
and it takes practice
WHO
Couples in conflict
HOWUsing the Imago Dialogue process,
highly skilled trainers/therapists invite you to talk about the things
that matter in a way that feels safe, supportive and positive.
WHATRelationship Therapy & Training
(workshops & couples therapy)
that enables you to…
Get the love you want. Keep the love you find. Become the experts on your
own relationship.
Brand Essence:
Conflict to Connection
WHY
Our relationships with our primary caregivers in childhood shape our
understanding of who we are and the world we live in
WHO
Diverse group of individuals, with demanding lives, who have a nagging sense of
dissatisfaction and a deep desire for change
HOWA group process, in a
safe/supportive environment, that focuses on repairing your own
childhood attachment experiences
WHATA week-long residential & personal
growth retreat
that enables you to experience…
Freedom, deeper self-acceptance, greater well-being and more positive
relationships
Brand Essence:
A Path to Freedom
Brand Essence:
A Path for Healing & Reconciliation
WHY
We already instinctively know about how good it feels to authentically connect to another human being.
WHO
Diverse group of individuals, organizations & political
groups in need of conflict resolution
HOWA community of practice of
learning to clarify what we are observing, the emotions we are
feeling, the values we want to live by, and what to ask ourselves and
others.
WHATA communications practice
(trainings)
that enables you to…
peacefully and effectively resolve conflicts AND experience the deep
pleasure of contributing to each others’ well being.
( 2 )Voice
the tone of communications
Voice
wise, poetic, intellectual, confident
curious, devoted, loving
poetic, philosophical, optimistic
ARCHETYPE
scientific, professional, direct, proud
conversational, respectful, educational
direct, rigorous, serious, academic
positive/upbeat/fun, kind, “can-do” attitude
Voice ARCHETYPE
inclusive, compassionate, practical, optimistic
Voice ARCHETYPE
( 3 )Tagline
conveying a single brand element
Tagline
On ancient ground, opening new horizons (approach)
Pioneering deep change in self & society (vision)
Awakening the best in the human spirit (vision)
-- no tagline --
Shift Your Context. Change Your World. (stand)
-- no tagline --
-- no official tagline, other than this line in their description
When you’re serious about change (audience circumstance)
Tagline
Bridging the Distance between You and Your Partner (impact)
-- no tagline --
( 4 )Company Description
conveying brand elements and context
Company DescriptionEsalen is a leading center (service) for exploring and realizing human potential through experience, education, and research (offerings). Anchored by the inspiring beauty of Big Sur and an unparalleled intellectual history, Esalen is a worldwide network of seekers who look beyond dogma to explore deeper spiritual possibilities; forge new understandings of self and society; and pioneer new paths for change (both why & what / impact)
More than simply a place, Omega is a global community that awakens the best in the human spirit and cultivates the extraordinary potential that exists in us all. Today, Omega is the nation's most trusted source for wellness and personal growth (service) , welcoming more than 23,000 people to our workshops, conferences, and retreats (offerings) in Rhinebeck and at exceptional locations around the world.
With hundreds of innovative short courses, four distinct non-credit applied and professional certificates, numerous engagements and discussions, and compelling events (offerings) throughout the year on virtually every aspect of the new ways we can live our lives and work together toward a more sustainable existence for all, we welcome you to Continuing Studies (service) at Royal Roads University.
Context International began thirty years ago with a mission to create a practical, efficient program that would help successful individuals take the next steps in their lives and maximize their contributions to the world (impact). Our programs have proven to be powerful, practical, effective and fun for people from all walks of life.
Landmark is an international personal and professional growth, training and development company—a global educational enterprise (service) committed to the fundamental principle that people have the possibility of success, fulfillment and greatness. Landmark offers programs in more than 115 cities via 52 major offices worldwide. In addition, Vanto Group, a wholly owned subsidiary, offers corporate consulting internationally. Millions of people on six continents have participated in The Landmark Forum, Landmark seminars, and Landmark courses. (offerings).
Imago Relationships International is a non-profit organization and supports a community of highly trained and certified Imago Relationship Therapists who bring together their knowledge, experience and wisdom. Imago Relationship Therapy is an effective, loving and compassionate approach to bridging the distance between you and your partner! The principles and practices of Imago Therapy, first described by Harville Hendrix, PhD, in his best-seller “Getting the Love You Want,” has touched the lives of over 100,000 people in more than 25 countries.
Founded in 1967, the Hoffman Process is a week-long residential and personal growth retreat (service) that helps participants identify negative behaviors, moods and ways of thinking that developed unconsciously and were conditioned in childhood.
Company Description
The Center for Nonviolent Communication is a global organization that supports the learning and sharing of NVC, and helps people peacefully and effectively resolve conflicts (impact) in personal, organizational, and political settings. It is based on historical principles of nonviolence-- the natural state of compassion when no violence is present in the heart. NVC reminds us what we already instinctively know about how good it feels to authentically connect to another human being.
( 5 )Stands
a declaration of perspective & commitment
Stands
● The well-being of each of us is deeply connected to the well-being of all living things and the earth itself.
● It's good to spend a little time each day relaxing into the mystery of not knowing—and then acting.
● The underlying theme of creativity is that it's a process, and in that process we really don't know what's going to come forth.
● The relationship between self and world is an intensely communicative process that’s continually created and recreated.
● We are all capable of the extraordinary.
● Transformation of consciousness is the basis for transformation of the world; individually, collectively, and in social systems.
● All share the potential to love, learn, feel, and create.
● There is more to life—more meaning, more substance, more fulfillment—more fun.
● People Are Your Greatest Asset. Give Them the Power to Succeed.
Stands● Each human soul at birth is given their own guiding spirit or
particular ‘genius’.
● It is only when we give our gifts away in skillful and applied service to something greater than ourselves, that self-actualization (i.e. maturity and wholeness) can occur.
● Becoming more naturally your genius-self in service to the whole is a lifelong task that requires the companionship and wisdom of the natural world in addition to venerable teachers and guides.
● People have the possibility of success, fulfillment and greatness.
● A conscious relationship is an ever-evolving journey.
● Your conflict can be the very fuel for the fulfillment you seek.
● Your partner holds the blueprint for your individual growth.
● Falling in Love is easy. Staying in Love is a skill—and it takes practice.
● Our relationships with parents and primary caregivers in childhood shape our understanding of who we are and the world we live in.
● The quality of our parents’ (caregivers’) behavior and nonverbal communication when we were young children strongly influences our adult self-understanding and the quality of our adult relationships.
● You don’t have to be stuck. Accept who you are and move on.
Stands
Stands
● We already instinctively know about how good it feels to authentically connect to another human being.
● we are all compassionate by nature and that violent strategies are learned behaviors taught and supported by the prevailing culture.
● all human beings are only trying to honor universal values and needs, every minute, every day.
● When our communication supports compassionate giving and receiving, happiness replaces violence and grieving
( 6 )Genesis Story
how the organization was born
Genesis Story
During the heady backdrop of California during the revolutionary 1960s, two maverick thinkers sought to fuse the spiritual revelations of the East with the scientific revolutions of the West, or to combine the very best elements of Zen Buddhism, Western psychology, and Indian yoga into a decidedly utopian vision that rejected the dogmas of conventional religion. In their religion of no religion, the natural world was just as crucial as the spiritual one, science and faith not only commingled but became staunch allies, and the enlightenment of the body could lead to the full realization of our development as human beings. Full Story
Founded in 1977 by Stephan Rechtschaffen, MD, and Elizabeth Lesser, Omega Institute for Holistic Studies was inspired by scholar and Eastern meditation teacher, Pir Vilayat Inayat Khan. Together, they envisioned a dynamic "university of life" designed to foster personal growth and social change. The “Omega Point” is a term used by Pierre Teilhard de Chardin to describe the peak of unity and integration toward which all life is evolving, including you. Full Story AND Co-Founders
not found
In January 1991, a group of dedicated individuals established Landmark as a company with the mission of making a profound and lasting difference for people and the quality of their lives. Central to its formulation, Landmark acquired programs and a body of intellectual material developed by Werner Erhard, the creator of transformational models and applications for individual, organizational and social transformation. Erhard, more than 30 years after creating the ground-breaking (now-retired) est Training, continues to create and stimulate business and academic conversations today with his innovative ideas. Full Story
not found
not found
Over 30 years ago, Randy and Judy Revell became pioneers and leaders in the field of self-awareness education. Our founders combined two things to create the powerful courses of Context International: first, lifelong research into the factors that drive effective living; and second, a unique, participatory approach to learning. Full Story
Genesis Story
Growing up in an inner–city Detroit neighborhood Dr. Marshall Rosenberg was confronted daily with various forms of violence. Wanting to explore the causes of violence and what could be done to reduce violence, he chose to study clinical psychology and received his Ph.D. in Clinical Psychology from the University of Wisconsin in 1961. In 1966 he was awarded diplomat status in clinical psychology from the American Board of Examiners in Professional Psychology.Nonviolent Communication training evolved from Dr. Rosenberg’s quest to find a way of rapidly disseminating much needed peacemaking skills. The Center for Nonviolent Communication emerged out of work he was doing with civil rights activists in the early 1960's. Full story
Genesis Story
Brand Positioning Summary
Human possibilities exceed our imagination
Seekers who want to deepen sense of self and service to others
Anchored at Big Sur, experiences from range of wisdom traditions & teachers helping to unleash latent capacities
Retreat center & educational institute
Re-energize a sense of purpose for yourself Pioneering
Human Potential
Well being of each of us is connected to the well-being of all
Seekers who want to be spiritual activists
Lifelong learning from multiple wisdom traditions, for the art of living in connected world
Source for wellness & personal growth
Health, happiness, community & ability to create social change University of Life
Sustainable existence for all
Professionals who want meaningful work & service
Educational environments where innate gifts become evident
University Continuing studies program
Vibrant life of meaningful work & service Human Vibrancy
There is MORE to life Professionals want to max potential
Lecture, dialogue, practice that reinforces learning & integrates it
Personal & leadership development
Invigorating all aspects of your life for lifelong success
Pursuing Excellence
You can make your possibilities into realities
Unsatisfied professionals want to live life fully
Goal-oriented transformation w/ accountability
Personal training & development
Higher performance, doing what you love Make It Happen
Finding love is easy. Staying in love is a skill.
Couples in conflict Therapists inviting you to talk about the things that matter in supportive, caring, positive space
Relationship therapy & training
Get the love you want. Keep the love you find. Become the experts on your own relationship
Conflict to Connection
Primary caregivers shape our reality
Dissatisfied profs with a deep desire for change
Group process supporting repair of childhood attachment experiences
Residential & personal growth retreat
Freedom from past, deeper relationships Path to Freedom
We already know how good it feels to connect with another human being
Diverse individuals & groups in need of conflict resolution
Learning to clarify observations, emotions, values & requests
Communications training
Resolving conflicts & pleasure of supporting another’s well-being
Path to Reconciliation
WHY WHO HOW WHAT ESSENCEWHAT(Inspiration)
(Audience) (Approach) (Service) (Impact)
Examples of How They Describe their ‘WHAT (Service)’
Retreat center & educational institute
“Esalen is a leading center…”“Esalen is more than a retreat center or educational institute, a world-wide network of seekers”“Esalen is a noun and a verb, a seat of energy an exhilarating adventure, a wellspring for the mainstream.” “Esalen is a place of pilgrimage”, “Esalen is a community”“Esalen is a learning laboratory & sanctuary”
Pioneering Human Potential
Source for wellness & personal growth
“Omega is more than simply a place, it’s a global community”“Omega is the nation’s most trusted source for wellness & personal growth“Omega is a nonprofit organization”
University of Life
University continuing studies program
“a Continuing studies program at Royal Roads University.
Human Vibrancy
Personal & leadership development
“Context International is a practical, efficient program”
Pursuing Excellence
Personal training & development
“Landmark is an international personal and professional growth, training and development company”“Landmark is a global educational enterprise” Make It Happen
Relationship therapy & training
“Imago is a training program”“Imago is a non-profit organization” Conflict to
Connection
Residential & personal growth retreat
“Hoffman is a week-long residential & personal growth retreat”
Path to Freedom
Communications training
“The Center for Nonviolent Communication is a global organization”“The Center for Nonviolent Communication is a spiritual practice and concrete set of skills” Path to
Reconciliation
ESSENCEWHAT(Service) Descriptions of the Service
Insights on ‘WHY’● All of the organizations we looked at have a strong ‘Why’, whether
this originated from a powerful ‘stand’, ‘purpose’ and/or genesis story.
● However, each organization is very different in how they integrate their ‘Why’ into their communications. We believe that the ones who leave their ‘why’ out, or kept it in the background, have less inspiring communications, while the reverse is true. In particular,
○ Esalen has done the best job of reinforcing their ‘Why’ throughout their communications, which we think has served them well in developing their brand and attracting a global following who believe what they believe.
○ NVC doesn’t have a good-looking site or very compelling messaging, but they do lead with some powerful ‘stands’ that we think help them to attract an avid audience who share those core beliefs. And, of course, they back up this WHY with WHAT they deliver and HOW they go about doing it.
● Describing the organization in terms of the ‘What (service)’ does not guarantee a deeper understanding of who the organization is, either internally or externally. ○ In fact, Esalen has more than 5 ways of defining their ‘what (service)’, while
still being able to be clear and consistent about who they are throughout their communications. We think this is due to their strong clarity & emphasis on their ‘Why’ and ‘Essence’, all backed up by their ‘WHAT’ & ‘HOW’.
( Insights )Brand Positioning
how The Haven comparesto other organizations
Positioning ProcessTaking a variety of spectrums, we compared The Haven with other organizations along visual plot points. Understand that this is a very subjective take on where each organization lies relative to one another.
Perception of UniquenessIt’s also important to note that these visual diagrams are intended to help us see what the perception of each organization is rather than the full breadth of what they are about or offer. In the marketplace, it is common for a successful organization to own an idea or phrase in the minds and hearts of consumers. This simply means that this idea or phrase is how the organization stands out as unique among others. How they stand out is a combination of what is deeply unique to them, what they declare about themselves, and what they can deliver based on what they promise, even if there is more to the organization that is discovered later by consumers who choose to engage with them.
Rela
tabi
lity
Results Orientation
Jargony in Messaging(hard to relate to as outsider)
Relatability in Messaging(easy to relate to as outsider)
Goal-OrientedResults
Transformation-OrientedResults
InsightsRelatability in Messaging
● Both Imago and Focusing Resources have more integrated language in their messaging, addressing both the emotional and pragmatic elements of their business in everyday language, which helps them to be relatable.○ They use a lot of examples to explain what they mean by
what they say.○ Focusing Resources has an “Is This You?” page to help
people know they are being spoken to.○ Focusing also has a Q&A page in everyday language.
● Esalen is a powerful brand, yet they do not speak in a fully integrated and relatable way to everyone. They seem to be speaking to their audience and are founded on a very powerful and well-rooted WHY. In other words, just changing language to be more relatable, by itself, may not have the desired impact.
Curr
icul
um
Deve
lopm
ent
Curriculum Focus
Homegrown Curriculum(teachers trained within community)
Narrow Curriculum Broad Curriculum
Outsourced Curriculum (w/ All Guest Teachers)
The CORE + additional curriculum(Deeper knowing of self through authentic connections with others)
(Deeper knowing of self through meditation & contemplation)
you would find topic-centered organizations offering a platform for industry experts here
not sure if this exists in pure extreme
InsightsMarket Concentration & Gaps
● Most personal development organizations tend to concentrate in the upper left & bottom right quadrants.
● Other than CNVC & The Haven, no other organizations in this study have a homegrown curriculum that focuses on relating with others AND the art of living (beyond a primary/romantic relationship).
○ Imago is a homegrown program but focuses on relating within primary relationships○ Hoffman is homegrown but seems to focus on healing the relationship with primary
caregivers (whether alive or deceased) vs. how to relate better (and the practice of relating) with others.
○ Landmark and Context International are homegrown but focus more on individual fulfillment vs. how to relate with others.
○ Omega, Esalen & Royal Roads offer courses in how to relate with others, however, they are all from guest program leaders
○ Spirit Rock is homegrown (w/ ancillary programs) but uses the approach of meditation and contemplation for a deeper connection with self.
● NVC does focus on communications based relating but has a very narrow curriculum and doesn’t offer the complimentary somatic healing work that The Haven offers to support deeper transformation
InsightsOrganization’s Founders
● The founders appear to fall into two categories:
1. Teachers: Upper-left (homegrown + niche curriculums) were created by founders who developed a unique methodology in the market and had a strong preference (& gift) for teaching & integrating multiple perspectives into their approach.
2. Connectors: Founders in the bottom right (all outsourced + broad curriculum) seemed to be more connector types with an emphasis on bringing multiple wisdom traditions & tools to one location, and to a broad audience.
InsightsGrowth Strategies
● There seems to be a strategic approach among organizations to either:○ think big and build a broader curriculum initially OR ○ stay true to the original curriculum and either build incrementally or
seek new audiences/communities for their core programs.
● There is a common strategy / thinking in the market (whether followed or not) that to grow the business effectively, an organization must diversify its offerings and appeal to a wider audience. We think that this approach can work well, but only if:○ there is internal alignment around a common purpose & vision○ the broader curriculum doesn’t dilute, but instead enhances the
core programs as well as the identity of the institution○ there’s a conscious, or unconscious, need in the marketplace
among the core audience for the benefits of broader programming○ an integrated marketing & customer engagement strategy is
developed that is customized to the organization’s strengths & operations
InsightsThe Haven
● The Haven is straddling two kinds of curriculum (core + broad)
● We think that The Haven internally aspires to occupy a place in the upper right quadrant (having a homegrown + broad curriculum) however, the marketplace perception of The Haven does not appear to match this aspiration yet. Come Alive and Couples Alive are the most attended programs w/ a few ancillary courses being significantly attended. Additionally, some research participants who were prospects spoke to a lack of focus when viewing the site (e.g. “nothing stands out”).
● We believe The Haven is attempting to break the mold of what organizations in this space typically do and how they grow/develop. There is certainly an opportunity here for differentiation in the marketplace. Our belief is that key elements (mentioned on previous slide) must be addressed to do it successfully.
Curr
icul
um
Deve
lopm
ent
Purpose of Curriculum
Relating to Self Relating to Self & Others in Community
Homegrown Curriculum(teachers trained within community)
Outsourced Curriculum (w/ All Guest Teachers)
(primary partnership)
InsightsMarket Positioning (Potential)
● We see this position—a homegrown curriculum that supports folks in relating with self + others—as a space for The Haven to play in the marketplace.
○ Allows for a niche and/or broad curriculum around a central theme & market need
○ Shows a speciality around ‘relating’ as distinct but inclusive of ‘primary romantic relationships’
○ Highlights a unique approach that encourages interacting / relating with others as a way to deepen relationship with self, as opposed to ‘processing’ through meditation & contemplation
○ Not many ‘destination-personal-growth-centers’ (that we know of) that can claim homegrown curriculum in this area
Note: The only other org in this space is CNVC which is not a 'place' but does offer communications trainings worldwide. Our reco is to find ways of differentiating The Haven with cNVC (beyond just the “How & What”) as we move forward into the Brand Strategy phase. This will require a deeper dive into the ‘Why’ & ‘Who’.
Audi
ence
Foc
us
Purpose of Curriculum
Relating to Self Relating to Self & Others in Community
for Seekers(Growth Oriented)
for People with Issues(Problem Oriented)
(primary partnerships)
InsightsAudience Focus
● Although The Haven is currently more dominant for problem-oriented participants, we think there is potential to attract seekers (people who have done a lot of personal development & are looking to take the next step in their growth), keeping the following elements in mind:○ there is an overarching theme (or brand essence) that has a
broader appeal. ○ the core curriculum has a clear entry point, as well as follow-on
courses, that can appeal to and support both audiences.
● Except for CNVC, none of the other brands we assessed are leading with a focus on self and community, exclusive from work focused on relating to oneself.
