Competitive Edge Unlocked
The Brand Auditors Unveils New Competitive Positioning Service for Mid-Market Companies
Anonymous
The Brand Auditors has launched a Competitive Positioning service aimed at mid-market companies — those generating between $3 million and $20 million in annual revenue — giving smaller firms access to structured competitive research that was once reserved for large corporations, according to AP News.
The service uses a three-phase framework combining market audits, customer feedback, and ongoing competitor tracking. Founder Chris Fulmer says the goal is simple: give companies a data-backed answer to "why a customer should choose them over the next best alternative."
Three Phases Take Companies From Audit to Ongoing Watch
Phase one establishes a baseline. It maps the markets a company competes in, names its primary rivals, compares pricing and offerings side by side, and reviews historical win-loss data, according to AP News. This gives leadership a clear picture of where they stand before any strategy is built.
Phase two digs into the company's value proposition — the core reason customers buy from them. It checks that message against real customer feedback and competitor messaging, then flags potential expansion opportunities. Phase three sets up a permanent monitoring process to track competitor moves over time, preventing what analysts call "positioning drift."
Mid-Market Companies Have Long Fallen Through the Cracks
For years, competitive intelligence was either a manual job for junior analysts or an expensive tool built for Fortune 500 budgets. Platforms like Crayon and Klue can cost $40,000 per year, putting them out of reach for most mid-sized firms. The Brand Auditors — based in Murrells Inlet, South Carolina — built this service specifically to fill that gap.
The competitive intelligence tools market is projected to reach $1.46 billion by 2030, growing at roughly 20% per year. AI use inside competitive intelligence teams surged 76% year-over-year in 2025-2026. The Brand Auditors launched its first AI-powered brand audit service in January 2025, followed by an AI marketing consulting service in February 2025, before rolling out this newest offering.
Outdated Competitive Data Costs Companies Millions in Lost Deals
Using stale competitive data is not just an inconvenience — it is expensive. Companies relying on outdated positioning lose an average of five out of seven winnable deals during a competitor's product launch window. Analysts estimate this "update dilemma" costs organizations between $2 million and $10 million per year in deals they could have won.
The Brand Auditors argues that internal teams are often too close to the problem to spot competitive erosion on their own. The firm positions itself as an independent third-party advisor with no interest in selling advertising or media services — a contrast to traditional agencies, which critics say have a financial incentive to recommend more spending.
Independent Audit Model Challenges Traditional Agency Approach
The "auditor" model is a direct challenge to how most marketing agencies work. Traditional agencies earn more when clients spend more, which can skew their advice. The Brand Auditors earns fees for the audit itself — not for managing ad budgets or media placements. Fulmer has built the firm's identity around that distinction.
The firm earned a 100% positive feedback rating on platforms Clutch and DesignRush as of June 2026. Mid-market companies account for roughly one-third of private-sector GDP in the U.S., making improved competitive positioning for this segment a meaningful economic lever, not just a business development tool.
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