Brand

Value Proposition, Positioning, Messaging: What's the Difference?

Value Proposition, Positioning, Messaging: What's the Difference?

I confuse the terms value proposition, positioning and messaging very much like I confuse the purpose of the liver, spleen and kidneys. 

Each one is important and serves a purpose, but they serve very different functions. Let's unpack and demystify these different yet interrelated marketing terms.

Beyond the Hype: Authenticity in Action

Beyond the Hype: Authenticity in Action

There’s a lot of talk these days about brands and authenticity. The advice goes something like this: Be honest, be intelligent, and be more than a money-grubbing machine.

In essence: Don’t be a turd.

Part of me understands why this conversation is necessary. A bigger part of me thinks “brand authenticity” has been overblown into a trendy idea, as if someone had an “Aha!” moment and decided being genuine was a clever way to get people to like them. But authenticity isn’t an idea or a skill or a tactic.

Three Credibility Signals for Brands

Three Credibility Signals for Brands

In marketing and brand communication, how often does poor delivery kill the message? Delivery in this sense is the context surrounding a message that signals its credibility.

Overlooking context will get you in a credibility pickle. It’s like inviting a neighbor over for dinner while the cockroach man is spraying your kitchen.