Gartner Research

Messaging and Differentiation Primer for 2021

Best practices for creating differentiated positioning, messaging and storylines

Analyst: Molly Beams

Capturing buyers' attention is not an easy task in today’s dynamic and competitive market. Product messaging must be relevant, compelling and clearly articulate “whole product offering” in a way that is different and better than the alternatives.

To help product marketers overcome these challenges, this Messaging and Differentiation Primer will provide guidance and best practices on how they can:

  1. Develop differentiated positioning
  2. Craft effective messaging
  3. Create compelling storylines
  4. Support successful product launches

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Create differentiated positioning, messaging and storylines for a variety of offerings.

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