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How do you define what the difference is between positioning and messaging? And when have you used either?

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4 Answers
Messaging Strategy
  1. Connie Woo
    Connie Woo

    OpenTable Director of Product Marketing • 4y

    Positioning is the strategy behind the marketing of your product. It incapsulates what the product is, who it's for and what value it adds, and is backed by research and insights. Positioning often comes to life in internal materials (e.g., briefs, GTM plans, etc) and sales enablement/training, so everyone is on the same page about strategy.  Messaging is how you're going to get your target audience to buy into your product. It has a greater element of creative zest to charm the audience you're ...Read More

    1,455 Views
  2. Jeff Hardison
    Jeff Hardison

    Sanity.io VP of Product Marketing | Formerly Calendly, InVision, Clearbit, Amazon (consultant) • 3y

    One thing I've seen work is positioning "positioning" as business strategy or a business plan versus marketing "words" we want people to think about and use.Positioning is the company's strategy — based on research and expertise — for who we're going after (e.g., sales teams) with what category of product (scheduling automation) to solve what problems or address what jobs to be done (qualify, route, and schedule meetings via the marketing website) to achieve a business outcomes (shorten the sale ...Read More

    611 Views
  3. Monty Wolper
    Monty Wolper

    The New York Times Vice President, Head of Product Marketing • 2y

    Positioning and messaging are different, but tightly intertwined. There hasn’t been a time where I’ve done one without the other. Positioning statements are an internal framework used to identify what’s unique about a product. As the name suggests, this informs how a product is positioned and therefore perceived. Messaging is the words used to convey that unique value to customers. It's the  mechanism by which the positioning statement comes to life in a compelling way. It’s important to start b ...Read More

    720 Views
  4. Chris Glanzman
    Chris Glanzman

    ESO Director of Product Marketing & Demand Generation | Formerly Fortive • 4y

    This is a super common question with a fairly universal answer. The common theme: Positioning is an internal strategy asset, and Messaging shares that perspective in a way your customers will understand and remember.

    A few groups that have done a good job of answering this in detail:

    417 Views

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