“Building Lighthouses” – positioning design for corporate pioneers.
How can a new strategic approach to the development and profiling of corporate brands be easily understood? By means of an attractive picture book for entrepreneurs which through its strong linguistic and pictorial imagery provides access to this complex topic.

“Building Lighthouses” is a didactic textbook that presents this new positioning design approach.
Positioning design is an efficient strategy approach which declares the ideal relationship between a company and its environment to be its central goal. Placing this relationship at the centre leads to an increase in the attention of the groups with identical demand structures, greater importance of the offers, a high degree of credibility of the performance promise and a relationship-creating sense of trust between supplier and customer. This natural and vital brand development approach creates ideal framework conditions for effective branding, which contributes to efficient brand communication.

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