Should messaging/positioning change from release to release? Or should it be broad enough to carry you through at least a year?
5 Answers
It really depends on your release cycles and the nature of how your product will evolve.Ideally you'll want to know enough about your product vision so that positioning a...
1396 Views
ICONIQ Capital Product & Content Marketing | Formerly Replicant, MobileCoin, Zuora, Hired, Oracle, Responsys • 5y
Yes, messaging and positioning should be revisited for every single release. It is something you are constantly battle testing and iterating on. The best messaging is not...
643 Views
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Outtake AI VP of Strategy & Marketing | Formerly Cyera, Zscaler, Docker • 5y
IMO I am a firm believe that positioning should not change, it should simply be enhanced. Define your foundational messaging for your product or service first. Once you...
795 Views
Jasper Product Marketing | Formerly Atlassian (Trello), HubSpot, Lyft • 4y
I think it's essential to have some sort of lasting and broader messaging house for everybody internally to rely on. It's the only way to scale and maintain messaging acr...
420 Views
ServiceNow VP, Product Marketing - CRM • 2y
As a general best practice, I think messaging should live 6-12 months with minor updates and no major overhauls. The 6 month window is for macro changes that no one expec...
1056 Views
Related Questions
When should messaging change for a product and how should that be addressed with internal stakeholders? What are the biggest obstacles you typically encounter in implementing new messages for a product or service? How do you differentiate positioning from messaging? Which is important? How do you test each?When do you decide messaging is ready to ship?How often do you measure effectiveness and revisit messaging? When do you consider revisiting messaging hierarchy for products?