YOUR PROJECT OUTCOME
A positioning dossier with sources, AI-developed scenarios, a reasoned choice, messaging and a validation plan involving real stakeholders.
Who it is for
Entrepreneurs, brand managers and consultants defining or revisiting the positioning of an established business.
What you need to start
A real offer or clearly scoped project, access to the brand's public materials and a basic understanding of its market.
The curriculum
01The decision at hand
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Define the strategic problem and business constraints. Use AI to challenge the brief, surface contradictions and compare objectives while retaining responsibility for the decision.
02Audience, needs and alternatives
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Gather evidence about customers and alternatives. Use AI to organise authorised testimony and observations, distinguishing them from synthetic hypotheses that require confirmation.
03Three possible directions
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Develop three scenarios with AI and subject them to structured critique. Compare appeal, credibility, competition, sustainability and execution requirements against verifiable sources.
04The promise and its proof
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Build a value proposition and an evidence register. Use a second AI review to identify generalisations and unsupported claims, then check them against original sources.
05From positioning to messaging
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Translate positioning into messages and brand instructions for AI. Generate alternatives, assess consistency and meaning, and select them against explicit criteria.
06Testing and refinement
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Prepare real interviews and comprehension tests. Use AI for verified synthesis of feedback; present a reasoned final choice and the assumptions still open to testing.
The final project
A real-brand dossier with sources, three AI-developed scenarios, a human-review record, a positioning decision and an opening presentation page.
Planned assessment criteria
Planned review criteria include source quality, audience precision, proposition relevance, strength of evidence and message consistency. The final submission should present a reasoned decision and identify the assumptions still open to testing.
Tools and materials
- ChatGPT or Claude
- Source-based web research
- Competitive analysis worksheet
- Interview guide
Listed tools are examples, not partnerships. Access requirements and possible additional costs will be specified before enrolment.
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