Product Positioning – A Messaging Framework

Emotion in product features makes for functional and successful product messaging.  It has to be grounded in overall branding and the benefits for the customer. 

So I thought this a useful framework, and a useful example for product management, product positioning and marketing communications.
 
Framework:
  • Customer Benefit – what you get
  • Product Features – what it is
  • Product Benefits – what it does
  • Emotional Benefit – how it feels
 As Maya Angelou said;
“At the end of the day people won’t remember what you said or did, they will remember how you made them feel.”
 

Read the whole article from Nick Bonney, a fellow Expert Independent Researcher at ICG, here => Emotion in Product Features


About Jane Morgan

With 20 years high-tech marketing & product development experience from Boston to Billund, Berlin to Bangalore, Jane has managed teams and tech products with millions of installs, and millions of revenue (annually). She's researched and developed market strategy for global markets, and established the blueprint for product management in many new teams. As an intrapreneur turned entrepreneur, she changed vowels in 2014 and founded JEM 9 Marketing Consultancy. Today she works with CEOs & business leaders to assist them in understanding and reaching customers. Speaker on market research, technology marketing and product management.