Brand positioning isn’t just an exercise in articulating features and benefits. It documents the nuances that define the personality of a product, service or company–the qualities that can transform just another ‘thing’ into an essential part of people’s lives.

Compiling features and benefits into a framework is relatively easy, but it’s only part of the deliverable. Getting it right requires meticulous attention to detail, with a healthy dose of audience insight and creative writing. Done right, a positioning deck can inspire marketers to produce better campaigns, devs to produce better products, and customers to make that coveted, elusive human connection with your brand.

I’ve produced positioning and messaging for a bunch of brands, including:

Intel

Microsoft Windows XP Windows Media Edition

Microsoft Office

Microsoft eHome

Microsoft Windows Mobile

Microsoft Learning

Real Networks’ Real Player 11

Milliman Global

Ciena Corporation