June 2015
Beginner
450 pages
13h 12m
English
Content preview from Transmedia MarketingBecome an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
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CHAPTER 12Positioning and Messaging
Good communications are rooted in thoughtful positioning and messaging. Compelling public positioning for your transmedia project is not about telling your audiences that your project is great or even why. It’s about channeling your inner anthropologist and psychologist and finding what aspects of your project fulfill deep-seated audience needs. You are “selling” the benefits of your project, not its attributes. For example, Victoria’s Secret doesn’t sell colored bras and underwear (attributes). It sells a feeling of sexy self-worth for women (benefits). Two driving needs for most women.
Honing Your Message
Within the hierarchy of brands, master brands and their sub-brands have distinct, but connected positioning ...
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