Positioning is like a game of chess. It is the art and science of maneuvering your brand into the most advantageous position in the minds of your customers and potential customers relative to the position of your competitors.

Donald Trump once said, “If you don’t manage your brand, then somebody else will, and that somebody else will likely be your competitor.” If you don’t take proactive steps to position your brand, then you leave it to your competitors to do the job for you and that is a surefire recipe for brand disaster.

The Ardus model was created to provide a systematic method of studying how competitors are positioned in the market and to find available white space that can be used to maneuver client’s brand into.