Positioning a new product in a crowded market is always an exciting challenge. A recent project was to find the brand position for a new endovascular medical device for the descending aorta that not only cut through to the unique value for the surgeon, but also created common space with other devices to create a coherent product and portfolio position. To develop the brand position RA Partners conducted a series of interviews, workshops and discussion groups internationally with cardio-vascular surgeons and interventional radiologists.