6
Activation
You’ve done it. You know how you want to talk about your company. You know your precise place relative to the market’s needs and opportunities, the competition, and the trends that are shaping your category. You know exactly how to articulate your role and relevance. You have a clear value proposition. Your key messages are compelling. Now it’s time to tell the world.
But wait. How, exactly?
Companies are quick to celebrate when they get their ideal positioning down on paper. Too often, however, they fail to bring that positioning to life. The document outlining a marketing campaign may end up buried in a proverbial drawer. Or maybe it is beautifully projected by the CEO but not by the sales team. Or perhaps it results in a website ...
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