Position defines your value proposition within the marketplace. This is relative to competitors and alternative products. We help client define a concise product strategy that can be used internally to prioritize critical activities to get your product to market.
Segmentation, as part of your product strategy, identifies buyers and buyer orbits (where you can reach them). The segmentation exercise identifies market groups that require unique messaging because their interests (or ticklers) are unique.
Core messaging activities identify core emotions and persuasive language that can create these emotions within your segmented market groups. Invest in core messaging before promotional campaigns to avoid expensive marketing errors.