MarketWin
wrote the Lexis-Nexis press release, but my main responsibility was defining
the messages delivered to the editorial and analyst comunities.
This was accomplished through the creation of several key internal documents:
1)
The Branding Platform -
A short table defining the exact phrases, graphics, etc. to be used to describe
the company and its products.
2) Product Message Plans -
A detailed document (4-8 pages) for each product detailing the target audience,
value proposition and key selling messages.
3) Mobilize: Then and Now -
Critical in getting us all on the same page, this short table showed which
messages and materials
were obsoleted by the new positioning.
