The Quadric Framework
An integrated approach to building strategic differentiation.
Our pioneering work with positioning strategy is based on the Quadric Framework, a management tool that has helped increase the differentiation and competitiveness of companies in a wide range of industries and countries.
We developed the Quadric Framework to bridge the gap between brand strategy and execution, strengthening the focus and alignment of branding related activities in order to build strategic differentiation over time.
In addition to using the framework to guide the development of positioning strategies, it can also be used to analyse how companies like Volvo, Nike and Apple use clear positioning strategies to guide everything they do.
Discover the Quadric Framework
“The Quadric Framework is a great tool for creating an identity with business impact.
We know what Arla is about, and you know where Arla is going. This allows people to focus on doing business, rather than discussing these things. It makes our ‘values’ clearer to potential customers, suppliers, employees and even merger partners, changing the dialogue in our favour.”
Peter Tuborgh
CEO, Arla Foods
At the centre of any positioning strategy is a core idea that is true, relevant and high-value for all stakeholders across your value chain. This core idea balances internal and external biases, as well as emotional and rational perspectives.
To ensure strategic differentiation, the positioning strategy needs to be fully reflected in eight areas, which tend to be managed by different parts of most organisations.
Once the core idea is defined, changes often have to be made in all areas of the framework, to ensure all future activities are focused and aligned.
Strong brands like Volvo, Apple and Nike use positioning strategies based on clear core ideas to guide everything they do.