Messaging

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.

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.