MGMT Now » Messaging & Positioning http://mgmtnow.com Go-Beyond Branding Thu, 05 Aug 2010 04:19:51 +0000 en hourly 1 http://wordpress.org/?v=3.0.4 Messaging & Positioning: Learn from the Pros http://mgmtnow.com/messaging-positioning-learn-from-the-pros/ http://mgmtnow.com/messaging-positioning-learn-from-the-pros/#comments Wed, 05 Aug 2009 05:50:37 +0000 Nick http://mgmtnow.com/?p=33

You didn't think these just sold themselves did you?

You didn't think these just sold themselves did you?

Tag line: “One Size fits all”

Messaging Statement: With 120GB of storage, iPod classic is the take-everything-everywhere iPod.*

 *Please note bolding, italics, and underlined were used to link portions of the messaging statement to supporting pillars.

Pillars

  • Capacity
  • Classic Beauty
  • iTunes store to fill it          

Proof Points (Product characteristics)

Capacity

Classic Beauty

iTunes Store
30,000 Songs Sleek Organized multimedia & jukebox
150 hours of video Eye catching Podcasts & audio books
25,000 Photos Quintessential Silver or striking Black Video & Movies

 Branding I’ve been told is like a promise, and the product is executing on that promise. If your messaging doesn’t align with the product you will erode your customer good will and likely not be successful. The iPod example is perfect because the messaging for the classic has remained mainly untouched the entire time it’s been in existence.

 

Take-aways: Does the messaging (promise) match the product? Do the pillars support the promise? Do the proof points provide solid support to the pillars?

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