The Searls Group fits with the corporate parts that make things happen Positioning cannot work unless it engages the company's top executives, its marketing and communications functions, and its outside public relations and advertising agencies. For this reason, The Searls Group may be employed by the CEO's office, by the marketing department, by the marketing communications, by all three, or by one or more of its outside agencies.
Every company is different.
But for positioning to have maximum effect, all those organizations need to be involved. There's nothing rote about what we do. Nor should there be. It's nuts out there. That calls for new ideas, not old formulas.