When running a refresh / update or complete transformation of messaging and positioning how do you kick this off in a structured way and then drive alignment?

Really good question. I think of the following steps before a kick-off - a) Leadership buy-in b) Compelling story c) Project plan d) Customer validation and testing plan...

I like to utilize a document I call a message house. Having a structured format with each section outlined and definitions and examples at the ready can make for a great ...

The first step is executive alignment. When I start an engagement with a client, I do a thorough messaging audit including internal stakeholders, customers, and sometimes...