How do you get to creative, consistent and differentiated messaging?
Do you believe in brand positioning/purpose as a north star for messaging?
LangChain VP of Marketing • 6y
You asked exactly the right question as the best messaging is all three (consistent, creative, and differentiated). Getting there isn’t easy. I try to break it down step ...
3742 Views
Canva Head Of Product Marketing • 5y
I do believe in having a north star to help guide all your messaging. Having a clear brand and positioning DNA which is the overarching narrative for your entire company,...
4542 Views
Upcoming Event
Mastering Market Research
Atlassian, Wiz, Splunk, Ting
Rimsys Regulatory Management Software VP of Marketing • 5y
Yes - I think there are 3 things you need for good messaging: A clear understanding of who you're targeting. The target persona, not the vendor is the "hero" in your sto...
1613 Views
ICONIQ Capital Product & Content Marketing | Formerly Replicant, MobileCoin, Zuora, Hired, Oracle, Responsys • 5y
We have our brand messaging and corporate messaging which ties to our company purpose and we use it as our north star and map all related messaging to that. It’s importan...
1215 Views
I did an AMA a while ago that went into detail on how to build differentiated messaging - this talks about a 7-step process that I have created and adapted for use over t...
483 Views
Opus Solar VP of Marketing and Customer Success | Formerly Instawork, Upwork, Apple • 4y
To build consistency, it's critical that everyone in the company believes and uses the brand positioning and mission. For example, at Instawork, our CEO walks through it ...
597 Views
Cisco Head of Product Marketing, Cisco Campus Network Experiences | Formerly Tellme Networks, Microsoft, Box, Vera, Scout RFP, and Sisu Data, to name a few. • 4y
Answer one: Iterate, iterate, iterate. Answer two: Yes, brand positioning and product positioning are inextricably tied. A statement that sounds bold but shouldn't be: ...
413 Views
Panorama Education Head of Product Marketing | Formerly Narvar, Iterable, HubSpot, IBM • 3y
Yes, I believe in tieing positioning up to overall company positioning. The way I've described it before to other team members is it's a scaffold -- the foundation is the...
404 Views
KPI Sense Chief Executive Officer • 6y
Depends largely on how long the company has been in business and how many products it has in market. Brand positioning or purpose are useless if they haven't been validat...
448 Views
Related Questions
We often hear that messaging should be differentiating. How can that be achieved? How do you balance developing messaging that's truly differentiated from competitors with what will resonate most with customers (assuming there is a trade-off to be made)?How do you approach creating messaging that effectively differentiates your product from competitors?How do you measure your messaging to know that it works?How do you create differentiated messaging when two of your competitors use the same positioning as you do? How do you ensure that product marketers you manage are creating great messaging, and hitting the right milestones?