It's emphatic – everyone in the team loves your new value proposition. The boss thinks you've finally nailed the offer. The sales team is nodding along in unison. Heck, even the people who won't have to use it reckon it's a job well done.
But what next? How do you take a value proposition and put it to work?
In this episode, Alan, Siân and Helen explore why it can be hard to transform it into messaging – and offer some advice for getting the Big Unifying Idea out of the brand manual and out into the wild.
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