5
Positioning and
Message Architecture
It’s time to get down to brass tacks and begin dealing with the message architecture, which is the single most useful marketing tool in the shed. The critical element of the message architecture is, of course, the positioning statement, which articulates a company’s unique role and relevance in the market. Let’s start by exploring how to write that statement, beginning with the toughest questions in business: “Who are you?” and “Why do you matter?”
By this stage in the process you’ve examined the market through the six lenses discussed in the previous chapters: Core, Category, Community, Competition, Context, and Criteria. You know your Core DNA type, the Category in which you intend to play (or build), ...
Get Get to Aha!: Discover Your Positioning DNA and Dominate Your Competition now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
