So much goes into creating new positioning and messaging. 

You have to decide who you want to be as a company. You have to get alignment across different teams. You have to understand what your customers think.

Then you have to find the right words to bring it all together!

In this episode Mary Sheehan, Head of Product Marketing at Adobe Ad Cloud, breaks down her process for creating a new messaging strategy, including:

-- Surveying internal stakeholders (and creating lovely word clouds).
-- Developing a messaging house and positioning statement.
-- Creating website and ad mock-ups to test messaging with customers.

This and much, much more :)