These topics are what is typical. What is always individual - set of the topics, and their purpose.


Positioning development

  • Prospecting: current perceptions and competition
  • Faceting: USPs selection (features vs. unmet needs)
  • Polishing: uniqueness search (rational and emotional decision drivers)
  • Control: positioning barriers (contradictions control)
  • Enchase: delivery methods (information use / decision models)

Elements’ test:

  • Key messages
  • Visuals
  • Storylines
  • Videos
  • Package
  • Web resources

Non-product communication

  • Company image
  • Target’s loyalty to sales force

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