DOCSLIB.ORG

The Value Proposition Reference Sites

Total Page：16

File Type：pdf, Size：1020Kb

Download full-text PDF Read full-text
The Value Proposition Reference Sites About this document: There are literally thousands of books written on the topic of best practices for positioning and value proposition. This is our cheat sheet. Questions? Alice Lankester, [email protected] ​ Startup Guidelines: Positioning / Value Proposition Best Practices Table of Contents Summary of this section This document provides guidance for understanding how Introduction to approach brand, product positioning, a value proposition, and components of a digital marketing plan. The Messaging Architecture How do I get started? Or Checklists and Templates restart? The Positioning Statement Digital Marketing Plan Template, SmartInsights ​ Template for a positioning Managing a Digital Market Plan Toolkit, SmartInsights statement ​ The Value Proposition Reference sites Positioning and Value Statement Creating a B2B Digital Marketing Plan for 2016 Examples (InfoGraphic) SmartInsights The Tagline Introduction to Building a Sales and Marketing Machine, ​ The Brand David Shok The Marketing Plan B2B Buyer Personas: Top Challenges, Tactics, and Uses, ​ Step 1: The Strategy MarketingProfs Step 2: The Tactics, Activities B2B Buyer Journey Mapping Basics, Forrester and Actions ​ Four Critical Components of Your Customer Journey Map, Step 3: Measure and Attribute ​ MarketingProfs Product Naming Resources for building buyer personas, MarketingProfs Made up words ​ 30 definitions of ‘brand’ by leading brand experts Heidi Real words ​ Team naming techniques Cohen The Three Cs Of Successful B2B Positioning (Channel, ​ Customer, Competition) MarketingProfs The Ten Cs of B2B Marketing SmartInsights ​ SOSTAC: The Guide to your Perfect Digital Marketing Plan PRSmith Books For Further Reading Get to Aha! Discover your positioning DNA and dominate your competition Andy Cunningham ​ Absolute Value: What Really Influences Customers in the Age of (Nearly) Perfect Information Itamar Simonson & ​ Emanuel Rosen Value Proposition Design: How to Create Products and Services Customers Want Osterwalder, Alexander and ​ others Introduction Before embarking on any new marketing initiative, there must be agreement on the statement about the company’s brand, positioning and value proposition. These are ideally put ​ ​ ​ ​ ​ ​ together into a messaging architecture. Why? Because without these, there is no agreed direction on how to talk about the company, and its product and services, to customers and media. Teams will ‘make it up’ as they go along, which will present an inconsistent and confused message to the buyer. Not only that, but the marketing plan itself will be directionless. When the architecture statements are consistently agreed, every conversation and marketing material can consistently reflect the message. The goal of this essay is to answer: ● Why you must build a messaging architecture, and what it is ● How to get started, or restarted, with a messaging architecture ● How to define, and write, a positioning statement ● How to define, and write, a value proposition ● Real world examples of positioning statements and value propositions ● How to craft a marketing plan The Messaging Architecture This article touches on brand, positioning statements, value propositions, vision, mission, and taglines. These all, very often, get conflated and confused. But when a company has a messaging architecture in place, things (almost) magically become clearer. A messaging architecture gives your team everything they need to talk about the company clearly, consistently and confidently. Done right, the components of the architecture can feed sales scripts, playbooks, and sales messages, and gives outside vendors the direction they need to springboard top quality deliverables. Here are the components of a simple message architecture. You probably have all these materials in place somewhere. Pulling them all together into an internal handout for everyone can be really useful. Vision Your vision is the difference you want to make in the world of your customers, and the world at large. It’s timeless. It’s often out of reach. The world will be a different place because of your vision. Mission Your mission is what you do every day to service your vision. Every day you and your team should go home knowing that they’ve somehow advanced to business towards your mission. Target market The market you are serving now with your product or service. Customers and potential customers. Differentiator(s) What makes you most clearly stand out from your competition. Your secret sauce. The ‘thing’ your competitors wish they had, and don’t. Could be a short bullet list of things. Category The recognized group of peers you belong in. Positioning The differentiated place you have in the category, and industry, and statement your customer relevance. (read more) ​ ​ A template: Not always for public consumption, but For [insert target market] the [insert your product/service/brand] is the private [insert point of differentiation] among all [insert frame of reference] understanding. because [insert reason to believe]. Sometimes appears in the “About” area, Another template: as in XYZ company [Product name] is for [target user] who needs to [problem to be solved] is... an feel [emotions generated] while they do it. [Product name] is based on the [adjective] idea that [unique insight]. It will win because [reasons]. Value proposition The key benefit(s) you offer your most important customers, and the (read more) primary reason a customer chooses you over any other. ​ ​ These value propositions will dictate the content you create. Key messages The top three to five key bullets that need to be driven home in every conversation about your company. Arm everyone with these. Elevator story The brief pitch you say out loud when someone asks “so what does your company do?” Often easily derived from your positioning statement and value proposition. Every single person in the company should be able to sing this out loud on demand! Brand : drivers and How and why the customers value and trust you, and your services. ​ values The personification of your traits. The promise of what you are making to your customers. The characteristics you want to be known for. Tagline The one key, short phrase that usually appears alongside your name / (read more) logo. Different from your elevator story, positioning statement or value ​ ​ prop. But is derived from them, as it distills why you’re in business. How do I get started? Or restart? You may feel that your current architecture isn’t fitting right, isn’t fully agreed upon, or needs another look. How do you get started? Here’s my agile, five-step, startup friendly process: 1/Conduct stakeholder interviews Stakeholders are: ● Founders ● Employees ● Investors / board Get feedback on what they think the product is for, why it’s great, what makes it fly above the competition. What does your brand ‘mean’ to them? What is your brand’s personality? Value system? Set of beliefs? 2/Conduct customer interviews This is the most critical step! Don’t miss this one! Segment customers into most relevant groups. Interview them, in person, on the phone, or virtually. If they know and love you, they’ll do it for free. You can also remunerate them for their time with an Amazon gift card or similar, or a donation to charity. Ask them all the same questions! What motivated them to engage with you? How did they ‘find’ you? What gets them coming back? 3/Conduct workshops Organize all your findings above, and bring together your brain trust as a working group. Work through what you’ve learned. Look for patterns and themes. Use the workshop to draft your messaging architecture / framework. ​ ​ 4/Conduct qualitative research Not everyone has time, or budget, to do steps 4 and 5. But they can be very useful. Qualitative research asks questions about how the brand appears, feels, and the emotions it generates. Sometimes it asks what kind of ‘person’ the brand feels like. (These are examples shared with me by the person working on branding for Thumbtack: Craigs’ List -- a rather untrustworthy fellow in a trenchcoat Angie’s List -- a somewhat boring lady in pearls and beige twinset Thumbtack -- a helpful, cheerful, capable looking fellow who walks in the door of your home with his toolbox) 5/Conduct quantitative research Test the value proposition against similar cohorts. If you got a result of 80% preferring one thing over another, you can at least feel validated in testing that proposition in the market. 6/Crystalize the product description and messaging, differentiators and personality This leads back to the messaging architecture / framework discussed earlier. ​ ​ The Positioning Statement When someone asks “What does your company do?” Everyone in the company should be able to answer in terms that are understandable, free of jargon, and not burdened with confusing ‘insider’ terms. Your positioning statement impacts absolutely everything. If you’re not clear, everyone is working without guidance. Your positioning statement is the differentiated place you have in the category, and industry, and your customer relevance. We ran positioning workshops at Balderton in 2019. Here are detailed notes from those ​ workshops. A S.W.O.T analysis is extremely useful to start the planning, and help guide the positioning ​ ​ statement. Template for a positioning statement For [insert target market] the [insert your product/service/brand] is the [insert point of ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ differentiation] among all [insert frame of reference] because [insert reason to believe]. ​ ​ ​ ​ ​ ​ ​ ​ ​ Another
Load more

Recommended publications
  • Brand Guidelines for Partners 2019
    BRAND GUIDELINES 2019 P. 2 (RED) BRAND GUIDELINES 2019 HELLO. Good to have you! (RED) is a nonprofit organization that fights AIDS. 100% of all proceeds generated from Partners go directly to The Global Fund, which distributes the money to work on the ground in Ghana, Kenya, Lesotho, Rwanda, South Africa, Swaziland, Tanzania, and Zambia. We believe a strong brand keeps us inspiring and relevant, and can help you tell your story better, too. These guidelines should educate you on (RED) and equip you to message about us in the best ways possible. P. 3 (RED) BRAND GUIDELINES 2019 (RED) CONTENT OVERVIEW ABOUT FOR PARTNERS 4. Our Story 23. Partner Logos 6. Our Progress 24. Partnership Language 8. Our Partners 27. Packaging Guidelines 29. Partner Cheat Sheet THE BRAND 11. Brand Lens ASSETS + CONTACT 12. Our Logos 30. Assets 14. Registration 31. Say Hello 15. Copyright 16. Typefaces 17. Color 18. The Parentheses 19 (RED) Words 20. Language & Tone P. 4 OUR STORY (RED) was created by Bono and Bobby Shriver in 2006 to transform the collective power of consumers into a global force of critical, lifesaving aid. (RED) BRAND GUIDELINES 2019 We work with the world’s most iconic brands— including Apple, Starbucks, Belvedere Vodka, Bank of America, and more—to develop (PRODUCT)RED branded products and experiences that, when purchased, trigger corporate giving to the Global Fund. With these contributions, the Global Fund finances programs in sub-Saharan Africa, which provide HIV+ pregnant women access to the lifesaving medication they need to ensure their babies are born HIV-free.
    [Show full text]
  • MODERN MARKETING IS STRATEGIC SUSTAINABLE INBOUND OUTBOUND CONTENT EFFECTIVE Modernmarketingpartners
    TARGETED INTEGRATED THOUGHT LEADERSHIP MEASURABLE SOCIAL SEARCH OPTIMIZED MODERN MARKETING IS STRATEGIC SUSTAINABLE INBOUND OUTBOUND CONTENT EFFECTIVE ModernMarketingPartners. com Meet Modern Marketing Partners Marketing is changing rapidly and more complex than ever. Yet, new media without strategic branding and creative execution is spam. Many marketing departments and agencies haven’t kept pace with new techniques and approaches. Until now. Meet Modern Marketing Partners ––an agency founded in award-winning advertising and branding, but adapted to the digital marketing revolution. Marketing that integrates print and digital. Online and offline. Inbound and outbound. Thought leadership and lead generation. For one purpose: sales results. Breakthrough Branding Effective branding is foundational to all downstream marketing and requires more than a great logo. Branding elements include naming and trademarks, logos, color and graphic identities, stationery systems, packaging, signage and more. Modern Marketing Partners is recognized with more than 20 national creative and marketing awards for branding excellence. Agency principal Neil Brown is a brand naming expert and author of the book, Branding Best Practices: A Guide to Effective Business and Product Naming. ABOVE: ASSORTED AWARD-WINNING LOGOS Integrated Marketing Communications (IMC) Northwestern University seized IMC leadership. Modern Marketing Partners’ predecessor agency Ross/Brown pioneered IMC in the 90’s with articles and research published in Advertising Age, Business Marketing (now BtoB magazine) and Marketing News. So is IMC relevant to modern marketing? Yes, more than ever! Print and digital working together for breakthrough results. ABOVE: AFTERMATH CLAIM SCIENCE IMC PROGRAM Website Development & Search Engine Optimization Achieving top-position organic search results is no accident. Modern Marketing Partners develops all websites with proven search engine optimization (SEO) techniques.
    [Show full text]
  • The Impact of the Change in a Product Name on the Consumer's Perception
    BUSINESS ADMINISTRATION – 60 ETCS B A C H E L O R The impact of the change in a product T name on the consumer’s perception H and behavior. E S ELISE SOURDOT-DEREXEL TRIM GERLICA I S Strategic Marketing with independent project – 30 ECTS 1 TABLE OF CONTENT 1 Abstract .................................................................................................................... 5 2 Acknowledgement ..................................................................................................... 6 2.1 Disposal .............................................................................................................. 7 3 Introduction: ............................................................................................................. 8 3.1 Background ......................................................................................................... 8 3.2 Problem discussion ........................................................................................... 10 3.3 Purpose ............................................................................................................ 11 3.4 Research question ............................................................................................. 12 3.5 Delimitations .................................................................................................... 12 4 Theoretical framework ............................................................................................ 13 4.1 Notion of Product .............................................................................................
    [Show full text]
  • Sound Design: Using Brain Science to Enhance Auditory & Multisensory Product & Brand Development
    Sound Design: Using Brain Science to Enhance Auditory & Multisensory Product & Brand Development Prof. Dr. Charles Spence University of Oxford, England 1. Introduction The last few years have seen a phenomenal growth in the field of sensory marketing (e.g., see ‘Does it make sense?’, 2007; Hultén, Broweus, & van Dijk, 2009; Krishna, 2010; Spence, 2002; Springer, 2008). While there has never been any doubt about the importance of the visual aspects of design, what we are now seeing is an increased emphasis by marketers on the impact of the other senses: Sound, touch, smell, and, on occasion, taste (Lindstrom, 2005). Many companies and brand managers are in- creasingly being told that they should engage as many of a consumer’s senses as possible in order to increase brand engagement/loyalty (e.g., Neff, 2000; Lindstrom, 2005). But beyond the mantra of “the more senses your brand stimulates, the better” what guidelines/rules are there to help the brand manager or product developer improve the sound of their products? And what consequences might changing a product’s sound have for the customers’ overall multisensory product experience? (see Schifferstein & Spence, 2008). What sensory marketers typically fail to mention to brand managers and product designers is that they should not consider each of the sen- sory attributes of their products in isolation. Why not? Well, because the 37 Brain Science and Multisensory Product & Brand Development brain is a fundamentally multisensory organ, and, consequently, chang- ing any one sensory attribute of a product (be it the sound, feel, or col- our) is likely to impact on the customer’s overall product experience (or Gestalt).
    [Show full text]
  • Hitting the Mark
    Hitting the Mark The Art and OctoberScience 00, of2018 Brand Naming Contents INTRODUCTION 03 NAMING APPROACHES 05 THE NAMING PROCESS 10 CONCLUSION 26 Strictly confidential Introduction October 00, 2018 Strictly confidential Why Naming Matters A name is a first impression, a symbol, and a one-of-a-kind communication tool. With a single word or phrase, you can convey what a business or product stands for—literally, figuratively, and sometimes both. A good name doesn’t just sound nice—it’s the start of your story. Like the title of a book, your brand name distills your narrative into one or several words. More than packaging, promotions, or any other branding element, it establishes your brand voice and distinguishes you from your competition. Of course, a bad name isn’t necessarily a smack down for a strong company or offering. Conversely, a top-drawer name won’t save a deficient business or product. But a powerful name can add incalculable value to a great company or offering. Strictly confidential Naming Approaches Strictly confidential Go it alone or not. Certainly some people have been lucky enough to catch lightning in a bottle and land on the right name almost effortlessly, but more frequently, naming is fiendishly difficult. On the naming journey, you’ll encounter hurdles of every sort, from strategic and creative, to legal, linguistic, and emotional. So while you might be the right person to name your enterprise or offering, the intricacies of naming may surpass your skillset. Fortunately, there are other options. Let’s look at the pros and cons of each.
    [Show full text]
  • Naming Guide for Executives, Marketing Namemanagers, Entrepreneurs, and Everyone Else
    catchword Creating the Perfect The naming guide for executives, marketing Namemanagers, entrepreneurs, and everyone else. Third Edition Introduction Other Good Stuff 2 Hello 14 10 guidelines for name selection Table An overview of what’s here Choose wisely 16 10 criteria for great brand names Names have standards too of The Basics 30 Using a naming firm 3 Name power Tips for choosing and working with What a good name can (and can’t) do a consultant Contents 4 Types of brand names 32 10 commandments for getting the Different styles and structures most out of your naming firm Chisel these in stone please The Naming Process 34 Final words 35 Naming glossary 7 The roadmap Developing a creative brief 11 Getting creative Tools of the trade 13 Choosing name candidates Pitfalls and touchstones 17 The ins and outs of screening Assessing trademark availability 20 Taking your name global Vetting names for non-English speakers 22 What about consumer research? Yes or no? And if so, how? 24 The ever-changing domain landscape Moving beyond .com 25 Finding an available domain name Tactics and resources 27 Launch it! A checklist of to-dos for company names catchword 2 Hello Introduction So you’d like to know more about brand naming. You’ve come to the right place. Since 1998, Catchword has been naming companies and products for every kind of business, from multinationals like Starbucks, Gap, and Agilent to startups— and everything in-between. This guide shares some of what we’ve learned along the way. Whether you’re with a global corporation that routinely hires naming consultants or a mom-and-pop embarking on your first DIY naming challenge, this guide is for you.
    [Show full text]
  • PRODUCT NAMING and BRANDING: WHAT YOU SHOULD KNOW by Paul Regensburg | President / Creative Director | Raincastle Communications, Inc
    PRODUCT NAMING AND BRANDING: WHAT YOU SHOULD KNOW by Paul Regensburg | President / Creative Director | RainCastle Communications, Inc. What are the strategic considerations that should guide your product naming? What is the relationship of your product name to your corporate brand? When should a product have its own brand? A quick review of some branding fundamentals is helpful before we talk about how to come up with that killer product name. The term “brand architecture” while sounding a bit self-important, is in fact the key concept underlying successful product naming. Brand Architecture, which I’ll refer to as “Naming Architecture” for this blog, describes how a family of brands relate to one another. There are essentially three architectural naming models to which businesses subscribe, Masterbrand, Endorsed Brand and Individual Brand. The Three Main Brand Naming Architectures www.raincastle.com / © 2016 RainCastle Communications, Inc. PRODUCT NAMING AND BRANDING: WHAT YOU SHOULD KNOW From this diagram, we see that businesses like Google have a “Masterbrand” Naming Architecture in which product names are generic appendages to the corporate entity, which is where all the brand’s value accrues. In the “Individual” Naming Architecture, sometimes referred to as the Procter & Gamble model, the corporate entity is more of a holding company and the individual product brand stands on its own and can have a unique name, identity and marketing. With Individual brands, the brand value accrues to the product (brand) rather than corporate brand. Endorsed brands are in the middle. Microsoft Windows or Courtyard Marriott are good Branding examples. I’ll devote less space on this as our audience is companies with either a for Smart Masterbrand or Individual brands.
    [Show full text]
  • Unsupervised Domain-Agnostic Identification of Product Names in Social Media Posts
    Unsupervised domain-agnostic identification of product names in social media posts Nicolai Pogrebnyakov Copenhagen Business School Frederiksberg, Denmark [email protected] Product name recognition is a significant practical problem, specific to a particular domain and has relied on supervised or spurred by the greater availability of platforms for discussing semi-supervised methods. At the same time, there are products such as social media and product review functionalities situations where domain specificity can be a hindrance, for of online marketplaces. Customers, product manufacturers and instance when evaluating sentiment on products from a large online marketplaces may want to identify product names in online marketplace. Additionally, the rate of new product unstructured text to extract important insights, such as introduction is fast-paced: according to one estimate, about sentiment, surrounding a product. Much extant research on 30,000 new consumer products are launched each year [1]. At product name identification has been domain-specific (e.g., such rate, it can be challenging to provide new labeled training identifying mobile phone models) and used supervised or semi- data to sustain the accuracy of product name recognition supervised methods. With massive numbers of new products algorithms. And while in some domains or industries product released to the market every year such methods may require retraining on updated labeled data to stay relevant, and may names follow predictable, systematic conventions, in others transfer poorly across domains. This research addresses this that is not the case, hampering the use of rule-based challenge and develops a domain-agnostic, unsupervised identification. In some circumstances, such as chemical algorithm for identifying product names based on Facebook compounds, rule-based identification should, at first glance, be posts.
    [Show full text]
  • A Case Study Approach
    Running a Marketing Plan Engagement A Case Study Approach www.corneryourmarket.ca Overview • Today – we’ll do a case study style approach • How I’ve run marketing plan engagements • Two main approaches • What worked best • Review a typical sales process • Review a typical engagement • The Aha moments along the way www.corneryourmarket.ca Workbook • Background & activities I use can be found in my workbook: http://www.lovewhatyoudoagain.com/dtm‐marketing‐plan/ www.corneryourmarket.ca Why Start With Strategy? • Key differentiator in the sales process – The initial Marketing Audit (SBA) started the strategy conversation – already realized value – Positions me as unique – trusted advisor/consultant from the beginning – Helps guide client conversations with other firms – I ask a lot of questions – other firms tell/recommend with no info – Win against much larger and more established agencies • Sets the stage for more wins from the beginning – Starting with strategy can uncover bigger issues – and result in bigger and more impactful changes at a higher level from the beginning – You become more than a “marketing” vendor – become a partner & part of their team www.corneryourmarket.ca Why Start With Strategy? • Creates a better working relationship – More trust and less questioning & proving – Client allows you to try more stuff out – Potential to get more done – bigger wins/results www.corneryourmarket.ca Types of Clients • B2B – Facility Maintenance (targeting large retail chains) – Software: Medical, Optical, Construction (targeting medical
    [Show full text]
  • A Study of Trademarks and Brand Names
    Lexis Journal in English Lexicology 14 | 2019 Blending in English To blend so as to brand: a study of trademarks and brand names Jelena Danilović Jeremić and Jelena Josijević Electronic version URL: http://journals.openedition.org/lexis/3732 DOI: 10.4000/lexis.3732 ISSN: 1951-6215 Publisher Université Jean Moulin - Lyon 3 Electronic reference Jelena Danilović Jeremić and Jelena Josijević, « To blend so as to brand: a study of trademarks and brand names », Lexis [Online], 14 | 2019, Online since 16 December 2019, connection on 10 December 2020. URL : http://journals.openedition.org/lexis/3732 ; DOI : https://doi.org/10.4000/lexis.3732 This text was automatically generated on 10 December 2020. Lexis is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License. To blend so as to brand: a study of trademarks and brand names 1 To blend so as to brand: a study of trademarks and brand names Jelena Danilović Jeremić and Jelena Josijević The authors gratefully acknowledge support from the Ministry of Education, Science and Technological Development of the Republic of Serbia (project grant 178014). […] brand names are fascinating, both in form and in meaning, because they are more consciously created than any other words. [Ingrid Piller 2005] Introduction 1 We live in an era of global consumerism, with new products or services being launched on a daily basis. To make an entry into the highly competitive market, consumer products need, first and foremost, to be named in line with the two governing principles: language economy and creativity. As Room [1994: 2] aptly put it, brand names both designate and advertise; they are created to convey information, carry desirable connotations and generate favorable perceptions.
    [Show full text]
  • Building the Perfect Beast the Igor Naming Guide
    Building the Perfect Beast The Igor Naming Guide Everything you've always wanted to know about naming companies, products and services. Compiled from the Igor website into one handy guide. Version: 4.3 Date: May 4, 2007 This document will be updated regularly with new content. Please check the Naming Guide Download Page of the Igor website for the latest version: http://www.igorinternational.com/guide All Material ©2007 Igor Igor 177 Post Street, Suite 650 San Francisco, CA 94108 415.248.5800 [email protected] www.igorinternational.com Building the Perfect Beast: The Igor Naming Guide ©2007 Igor Contents I. Overview | 2 Creating Great Product and Company Names | 2 II. The Six Steps of the Igor Process | 4 Step 1: Competitive Analysis | 4 Step 2: Positioning | 4 Step 3: Name / Brand Development | 5 Step 4: Trademark Prescreening | 10 Step 5: Creative / Testing | 10 Step 6: Name and Tagline | 11 III. Naming Tools | 12 A. Naming Process Filters – Evocative Names | 12 B. Name Evaluation | 14 Blank Name Evaluation Chart | 17 C. Name Taxonomy Charts | 18 IV. Studies in Naming | 48 V. Studies in Branding | 56 VI. Case Studies of Igor Naming/Branding Projects | 60 VII. Igor Capabilities | 87 VIII. Igor Client List | 88 1 Building the Perfect Beast: The Igor Naming Guide ©2007 Igor I. Overview The best product & company names require the least advertising. They are advertisements. Great names are a powerful force in the branding, marketing and advertising campaigns of the companies they work for. They differentiate you from competitors, make an emotional connection with your audience, and help to build a brand that ignites the passions of your customers.
    [Show full text]
  • The Home Depot STYLE SHEET for PRODUCT MARKETING CONTENT
    AREA RUGS The Home Depot STYLE SHEET FOR PRODUCT MARKETING CONTENT CONTENTS CHECKLIST FOR ONLINE SKU REQUIREMENTS ...................................................................................... 2 ANATOMY OF THE HOMEDEPOT.COM PRODUCT INFORMATION PAGE (PIP) ...................................... 3 NUMBER AND MEASUREMENT GUIDELINES ........................................................................................ 4 PRODUCT NAME AND MARKETING COPY ............................................................................................ 6 PRODUCT FEATURE / BENEFIT BULLET STATEMENTS ........................................................................... 7 PRODUCT IMAGE GUIDELINES FOR HOMEDEPOT.COM ....................................................................... 8 HTML COLOR TABLES ........................................................................................................................... 8 PRODUCT FILE FORMAT AND REQUIRED ASSETS ................................................................................. 8 IMAGE EXAMPLES................................................................................................................................ 10 Last Updated: Wed, Apr 22, 2015 Data Standard: AREA RUGS Page 1 of 10 CHECKLIST FOR ONLINE SKU REQUIREMENTS All items must be entered into the IDM Vendor Portal (or communicated to your digital content analyst) before the SKU will be moved out of Vendor Enrich. AREA RUGS– ALL PRODUCTS REQUIRED Super SKUs Super SKUs are REQUIRED for multiple sizes of
    [Show full text]