A position is the decision that makes later work stop arguing with itself.
The Positioning Decision System is a durable written record for a business that has a real strategic choice to make.
$2,500 USD
Discuss a positioning decisionThe business needs one shared answer before it needs more activity.
Chosen position
The angle that makes a buyer choose you over the business next door.
Buyer and choice criteria
What someone weighs, in the order they weigh it.
Alternatives
The positions considered and the reason each was set down.
Refusals
What the business will stop pretending to be.
Claims and proof
What can be said now. What still needs evidence.
Decision rules
How the next brief gets settled without asking Arché again.
Team brief
What a designer, writer and salesperson each do differently on Monday.
Two revisions, through one named decision-maker.
The system does not become a slogan by changing the label.
Identity kits, campaign plans, content plans and execution are separate decisions. If they are needed, Arché names them plainly.