Presentation by Kevin Kerner, CEO of Mighty&True.

1. WE ARE A B2B-MINDED EXPERIENCE DESIGN AGENCY
FOCUSED ON HELPING B2B COMPANIES BUILD REVENUE BY
COMBINING PERFORMANCE-OPTIMIZED CREATIVE WITH
LEADING MARKETING TECHNOLOGY

2. Why the message matters.
RESPECTING POSITIONING AND MESSAGING (AGAIN)

3. “If you don’t like what’s
being said, change the
conversation.”

6. YOUR POSITION AND MESSAGE IS AS
IMPORTANT AS YOUR TECH (MAYBE MORE)
EMAIL
REALLY EASY
FREE

7. What is Positioning:
A differentiated position is a clear and defendable internally
facing statement that is purposefully crafted as a foundational
element for all communications, messaging and content around
a company or product.

8. POSITIONING VS. MESSAGING
How Your Company is
Different / Unique
How you communicate your
differentiated position (to
various audiences)
Positioning Messaging
Positioning is not messaging.

9. The combination of true differentiation and related messaging allows companies
to create brand visuals, concepts, content and other materials that all point
specifically to a single position (Brand Visuals, Campaign, Concepts, Content
and Voice, Sales Materials, Emails, Websites…)
.
WORKING TOGETHER

10. A SIMPLE POSITIONING “HACK”

11. FOR > ONLY > BECAUSE
A SIMPLE TOOL FOR CREATING UNIQUE POSITIONING
FOR
Who you want
your customers
to be
(preferably
knowing that
there’s a
quantifiable
market there)
ONLY
What you do
that’s different –
one thing
(although the
one thing could
be the sum of
several
supporting
parts)
BECAUSE
The reason for
someone to
believe your
ONLY claim
POSITION
An internally
facing statement
that can then be
used to create
messaging and
content

12. 1 For any information-hungry
human being with internet
access
2 Only Google organizes the
world’s information online
3 Because of its unique
search algorhithm and
incessant innovation

13. SOME TIPS
1 Information can be gathered from internal interviews and in a short period
of time (2-3 weeks) by a small core team
2 Typically the process is led by one “Positioning Leader”
3 Think internal statements only. This is not a marketing tag line
4 There can only be one thing that makes you different. Focus and placing a
bet is the key
5 There is no right answer… only the right answer for you at this point in
time
6 You’ll go through several versions to get the right fit

20. TESTING THE VALUE PROPOSITION
• Is it memorable, motivating and focused to the core
prospect?
• Does it provide a clear, distinctive and meaningful picture
of the brand that differentiates it from the competition?
• Can the brand own it? Is it credible and believable?
• Does it enable growth?
• Does it serve as a filter for decision making?

21. MANIFESTO

23. POSITIONING VS. MESSAGING
How Your Company is
Different / Unique
How you communicate your
differentiated position (to
various audiences)
Positioning Messaging
Messaging reinforces your primary position

24. DOCUMENTING MESSAGING
Differentiated Position (FOR, ONLY, BECAUSE)
MESSAGING PILLARS
Security Trust Speed Tools
SUPPORTING POINTS
WHY SHOULD YOUR TARGETS CARE?

25. MAKING MESSAGING WORK IN MARTECH
Adds intent to each journey touch
Makes creating content and programs faster
Gives you something to test against
Allow for smarter segmentation by messaging pillar
Gives you a lever to point out crappy messaging or
misaligned positioning

26. WE’RE ALL GOING TO LOSE OUR JOB

27. UNLESS WE BECOME THE STRATEGY

28. NORMAL

29. https://youtu.be/wMQ1AHB2XhQ