The Value Proposition ® Simplifying complex situations, highlighting meaningful opportunities, and producing focused, coordinated action Build a competitive advantage with Omega’s proprietary brand positioning model. Clients explore three critically relevant areas for brand success including: • The nature and direction of the marketplace • The threshold, or expected attributes, which any company must provide • The key competitive differentiators upon which brand purchase decisions are made

Positioning Paradigms Applying a structured framework to distinguish a brand’s identity relative to the marketplace A structured framework that enables clients to: • Understand the brand’s contribution to the marketplace and to the overall brand portfolio • Distinguish single- and multi-category brands • Manage brands at an individual and corporate level

Fundamental Strategy ® Bridging the gap between the current environment and the desired state Clients set a target state for their organization or brand and generate the strategies and tactics necessary to bridge to the gap between where they are today and where they would like to be in the future. More than just a tool, the Fundamental Strategy is a strategic roadmap to move forward aggressively, and monitor progress over time.