Testing positioning hypotheses is a must-have rather than an option. Yes, it does make the overall project more expensive and longer, but the result is worth it. An additional couple of weeks to conduct research dispels all kinds of doubt. Instead of theories, you have specific numbers to rely on.
We hear brand managers say that they already know everything about their audience so they can choose the hypothesis themselves. But experience shows that surveys can give lots of unexpected insights. New useful parameters are revealed too, e.g. customer’s economic capacity, which then comes in handy to justify product price increase.
Testing adds awareness to all further steps towards building a brand platform, from communication strategy to creative concept development.