What this lesson covers
Why should anyone choose this over everything else in their feed?
- Positioning statements
- Points of difference and points of parity
- Value proposition design
- Brand promise, voice and story
- Competitive analysis for digital markets
Why this matters now
Placeholder for the lesson's opening story: a vivid, real moment where a marketer or small-business owner meets this exact problem.
Client Track
Placeholder for the optional Client Track sidebar: how to apply this lesson to a real business, client, campus organization or cause.
Key terms
Placeholder for the lesson's key vocabulary.