http://www.smallbusinessbranding.com/739/the-art-of-the-key-messaging-platform/ Small Business Branding and Marketing Advice and Commentary Thu, 09 Feb 2012 02:07:26 +0000 hourly 1 http://wordpress.org/?v=3.3.1 http://www.smallbusinessbranding.com/739/the-art-of-the-key-messaging-platform/comment-page-1/#comment-335496 links for 2007-06-24 Mon, 04 Oct 2010 23:44:32 +0000 http://www.smallbusinessbranding.com/739/the-art-of-the-key-messaging-platform/#comment-335496 [...] The Art of the Key Messaging Platform Every business – large or small – should have a differentiating “key messaging platform” (tags: brand-identity brand-design) [...] [...] The Art of the Key Messaging Platform Every business – large or small – should have a differentiating “key messaging platform” (tags: brand-identity brand-design) [...]

]]> http://www.smallbusinessbranding.com/739/the-art-of-the-key-messaging-platform/comment-page-1/#comment-60702 Kevin Levi Mon, 11 Jun 2007 19:11:41 +0000 http://www.smallbusinessbranding.com/739/the-art-of-the-key-messaging-platform/#comment-60702 Dan, very well said. The most important component to all business messaging (in my humble opinion) is differentiation. I always look at messaging from the viewpoint of the customer. If presented with the key messages from all top industry players, who would they choose? You'd better make sure your messages (primarily your positioning statement) makes you stand above the rest. Dan, very well said. The most important component to all business messaging (in my humble opinion) is differentiation. I always look at messaging from the viewpoint of the customer. If presented with the key messages from all top industry players, who would they choose? You’d better make sure your messages (primarily your positioning statement) makes you stand above the rest.

]]> http://www.smallbusinessbranding.com/739/the-art-of-the-key-messaging-platform/comment-page-1/#comment-60701 Kevin Levi Mon, 11 Jun 2007 19:09:10 +0000 http://www.smallbusinessbranding.com/739/the-art-of-the-key-messaging-platform/#comment-60701 Thanks Ed. I appreciate the feedback. A company should revisit its key messaging platform at least annually, however, there are some key exceptions that require it be done right away, for example: In case of merger or acquisition; or in case of market-changing news. Thanks Ed. I appreciate the feedback. A company should revisit its key messaging platform at least annually, however, there are some key exceptions that require it be done right away, for example: In case of merger or acquisition; or in case of market-changing news.

]]> http://www.smallbusinessbranding.com/739/the-art-of-the-key-messaging-platform/comment-page-1/#comment-60686 Dan Schawbel Mon, 11 Jun 2007 16:38:35 +0000 http://www.smallbusinessbranding.com/739/the-art-of-the-key-messaging-platform/#comment-60686 I think the most important piece of this post is "differentiation." Because of the sheer amount of businesses and products, you must appear different and build that into your value statement. I think the most important piece of this post is “differentiation.” Because of the sheer amount of businesses and products, you must appear different and build that into your value statement.

]]> http://www.smallbusinessbranding.com/739/the-art-of-the-key-messaging-platform/comment-page-1/#comment-60678 Ed Kohler Mon, 11 Jun 2007 15:54:54 +0000 http://www.smallbusinessbranding.com/739/the-art-of-the-key-messaging-platform/#comment-60678 Great article. How often should a company revisit this sort of thing to make sure it's current and valid? Great article. How often should a company revisit this sort of thing to make sure it’s current and valid?

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