How do you get to creative, consistent and differentiated messaging?

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 by step. I start with differen

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, will help ensure there’s cons

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 at every all-hands and uses a

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 story. Product marketers too ofte

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 time with different companies I

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: Product marketing should drive

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 important to work in an integrated way

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 company positioning and messa

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 validated in the market, and counterp