Identify your true competition, which may be the status quo rather than a direct competitor. Prioritize 3-4 core value points that resonate with your audience and differentiate your product.

Your marketing messages need to work as hard as you do. Jeanne Tiscareno, principal at C hase Marketing Company, reveals a messaging framework your organisation can replicate Great marketing goes ...

Most product messaging fails because it tries to do too much — cramming in features, overexplaining and hoping something sticks. But customers don't just care about your features — they care about ...