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Blue Sky and Bullet Points

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A presentation created at PJA Advertising + Marketing for the e-book, "Blue Sky and Bullet Points."

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by Mike O’Toole and Hugh Kennedy Between Blue Sky and Bullet Points FIVE STEPS TO FINDING THE POSITIONING SWEET SPOT
Consolidation is Driving a New Positioning Mandate ,[object Object],[object Object],[object Object],[object Object]
The New Positioning Mandate ,[object Object],[object Object]
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[object Object],The natural instinct for B2B marketers is to sound like everyone else. This means that positioning statements, and the marketing communications and sales decks they drive, sound eerily similar. Try following these five steps.
The PJA Market Narrative Step 1 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Step 2 ,[object Object],[object Object],[object Object],[object Object]
Step 3 ,[object Object],[object Object],[object Object],[object Object],[object Object]
Step 4 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Step 5 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
From Positioning Claim to Theme Line
[object Object],[object Object],[object Object],[object Object],How do I test my positioning without going through a long, costly process?
A Little Vision, A Little Execution ,[object Object],[object Object],[object Object],[object Object]
A Quick Positioning Test ,[object Object],[object Object],Notice you? Believe you? Like you? Remember you?
Contact Us ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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Blue Sky and Bullet Points

  • 1. by Mike O’Toole and Hugh Kennedy Between Blue Sky and Bullet Points FIVE STEPS TO FINDING THE POSITIONING SWEET SPOT
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  • 12. From Positioning Claim to Theme Line
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