Positioning vs. Messaging

How do you tell an original story? There is usually a real-life event behind every fantastical tale. If you work in marketing, you know that for your work to ring true it must be grounded in the unique truth of your company’s product or service. This value should be the basis of every great story that you tell.

To bring value to your marketing story, you need to understand two important terms — positioning and messaging.

Let’s start with positioning. This is an internally-focused concept that...