Brand Positioning and New Value Proposition


  • Ameritox owned three separate brands all with different positioning and brand messaging
  • Current messaging was complex, poorly focused, and didn’t differentiate the brand from its competitors
  • Recent organizational restructuring had created gaps in operational efficiencies and processes


  • TopRight conducted a thorough discovery process –conducting multiple executive workshops and market interviews to gather the right information to form the foundation of a new and innovative value proposition
  • Developed and executed a brand architecture that provided points of differentiation and preference designed around the customer’s perspective
  • Performed role as de facto CMO for the organization including marketing planning for the business
  • Completed comprehensive audit of the marketing operations, processes, and structure
  • Assessed digital platforms, brand assets and marketing channels


  • Created and delivered a new brand positioning and value proposition adopted by all three business units (Ameritox, Ingenuity Health and PRIUM)
  • Restructured marketing organization resulting in increased efficiencies and a 25% reduction in staff saving more than 12% of the entire marketing budget
  • Launched the new behavioral health services division, Ingenuity Health, into community mental health centers in the US. IH is now the fastest growing division within Ameritox with a 300% increase in sales
  • Created and launched strategic selling approach for PRIUM resulting in a 42% closure rate in targeted accounts and will contribute 30% of overall growth in the upcoming fiscal year


Case Study Ameritox Playbook