Unlock sharper brand strategy.

Mapping Your Brand’s Position in the Competitive Landscape

In fiercely competitive markets, misunderstanding your position can be a costly mistake.

We can eliminate the guesswork, delivering a data-driven roadmap to confidently navigate the competitive landscape and secure your brand’s position in the market.
Talk to us about mapping your brand

Your Brand’s Strategic Edge

The Category Review provides actionable insights, including:

Market position

Clarifies which products your brand is grouped with and where it stands within the category.

Competitive landscape

Identifies “real” competitors and how they compare on attributes like price positioning and perceived quality.

Opportunities for differentiation

Highlights areas where your brand can stand out and gaps in the market that could support new products.

Category visual cues

Defines the visual and semiotic codes consumers use to navigate the category, helping align or differentiate your brand’s imagery.

With Clarity Comes Power

Without a clear grasp of where your brand stands in consumers’ minds - or how it stacks up against competitors - you risk losing relevance, overlooking opportunities, or misdirecting strategy. The result? Wasted resources and stagnation.

Knowing exactly how consumers perceive your brand versus the competition allows you to:

✔️ Capitalise on strengths.
✔️ Exploit market gaps.
✔️ Define your brand’s place with precision.

These insights guide brand positioning and product development, ensuring alignment with consumer expectations and enhancing competitiveness.

Here’s how one brand used a Category Review to reframe their market approach:

Colgate found themselves at a crossroads in the fabric softener market. A new product format, scent boosters, had begun disrupting the category, and Colgate was unsure how to respond.

Consumer confusion was evident: people weren’t sure what these new products were for or how they fit alongside traditional fabric softeners.

The Challenge

The shopper insights team challenged us to help them understand how these new products interacted with the rest of the category and how to position them effectively.

The Result

As we dug deeper, it became clear that the entire category was mismerchandised. Products were grouped by format rather than by how consumers actually perceived and used them.

This discovery sparked a deeper conversation about restructuring the category based on consumer perceptions of scent and functionality.

Collaborating with Mindlab has added real value to the way that information is presented to our business and has allowed us to evaluate learnings across multiple categories. Their effective understanding of our business gave great credibility and value to the project.

Sandra Monroy | Market Insights & Business Analytics Senior Manager at Colgate-Palmolive