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