Positioning and messaging are critical and foundational elements to your marketing campaigns. Positioning communicates the high level value proposition and where your company, products or services fit in the landscape vis a vis competitive offerings. Messaging flows from positioning and is a set of value statements that communicates your products' story via a crisp, clear and compelling narrative with hard proof points of your differentiation and unique value. These elements, when built thoughtfully, will allow the development and delivery of content that can be customized by persona with the right hooks to pique a particular prospect's interest. At the same time, good positioning and messaging will allow marketers to be consistent across all pieces of content and throughout the life of a campaign. At Capuano and Associates we have the experience and the frameworks to help you step through this extremely important process.