Understand the Brand. Build the Strategy. Create the Story. What if you were given a product, but not told what it should stand for? Say It Without Saying It is a strategic marketing competition that challenges participants to decode a product and determine how it should be positioned in the market. Participants will receive a product along with a set of carefully designed clues. However, the target consumer, consumer problem, market opportunity and positioning will not be explicitly provided. The challenge is to look beyond the obvious features of the product and uncover the consumer insight, market opportunity and strategic position that could give the brand a meaningful place in the consumer's mind. Participants are expected to develop their own strategic interpretation of the product and justify why their proposed positioning is relevant, differentiated and commercially meaningful. What You Have To Do Participants must develop a strategic positioning for the given product by addressing key questions such as: Who is the product really meant for? What consumer need, problem or tension does it address? What existing choices or alternatives is it competing against? What opportunity exists in the market? What makes the product different or valuable? Why should the consumer choose it? What should the brand stand for in the consumer's mind? How can this positioning create a compelling reason for the consumer to choose the product? The objective is not to find a single predetermined answer. Participants may arrive at different positions, provided they can clearly justify their strategic thinking using consumer, market and product insights. Deliverables Strategic Positioning Document Participants must submit a concise document presenting their strategic analysis of the product.
The document should cover: Target consumer Consumer insight or tension Market opportunity Competitive understanding Differentiation Value proposition Proposed positioning Most importantly, participants must demonstrate the reasoning behind their positioning, rather than simply presenting a tagline or campaign concept. Creative Poster Participants must translate their proposed positioning into one original advertising poster. The poster should communicate the central brand idea in a clear, engaging and memorable manner. The creative execution should be consistent with the positioning established in the strategic document. Participants are free to choose their own visual style and creative approach. Judging Criteria Submissions will be evaluated on the following parameters:
Strategic Understanding: Depth of understanding of the consumer, market and underlying opportunity.
Consumer Insight: Ability to identify a meaningful consumer need, tension or behavioural opportunity.
Positioning: Clarity, relevance and distinctiveness of the proposed position.
Differentiation: Ability to establish a meaningful reason for the product to be chosen over alternatives.
Strategic Coherence: How logically the different elements of the proposed strategy fit together.
Creative Execution: Originality, communication impact and effectiveness of the poster.
Strategy-Creative Fit: How effectively the poster brings the proposed positioning to life. The Challenge This is not simply an advertising competition. You are not given a positioning and asked to make an advertisement. You have to discover the positioning first. The strongest submission will be one where the strategy makes sense, the positioning is convincing, and the creative poster makes that positioning immediately understandable. Why Should You Participate? Test Your Strategic Mettle In A Real-World Scenario This isn't just a theoretical exercise. You are thrown into the deep end with a product and subtle clues, simulating the ambiguity product marketers face every day. You'll learn how to navigate uncertainty and carve out a definitive market space for an undefined product. Master The Art Of Consumer Insight Great marketing doesn't start with a product; it starts with the consumer. This challenge will hone your ability to look past obvious features and dig deep into genuine consumer tensions, needs, and behavioural opportunities that drive purchasing decisions. Blend Strategy With Creative Execution Most competitions ask for either a strategy or a creative campaign. Say It Without Saying It challenges you to bridge the gap. You will prove that you can build a rock-solid strategic foundation and then successfully translate it into a compelling, immediately understandable visual story. Stand Out To Recruiters And Industry Judges By participating, you demonstrate a highly sought-after dual skillset: the analytical rigor of a brand strategist and the communication flair of a creative director. A strong submission here is the perfect portfolio piece to prove you know how to build a brand from the ground up. Decode the product. Define what it should stand for. Create the story.