The message house: what we say about Maktura, to whom, in which words, and why. Read it before your first conversation, then keep the lines bank and the say-this-not-that table to hand. If a line you want is not here, it is not approved: ask the pack lead rather than improvise. On whether a claim may be made, Proof and guardrails wins.
The lessons
- 01The one sentence, and the house1 min
- 02The category label1 min
- 03Competitive alternatives and what we offer4 min
- 04The strategic narrative (about two minutes, spoken)2 min
- 05The four value pillars2 min
- 06Message by buyer role2 min
- 07The approved lines bank3 min
- 08Say this, not that2 min
- 09The AI honesty lines1 min
- 10Tone and style1 min
- 11The two tests1 min
- 12Messaging by channel3 min
- 13Social and brand context (not sales copy)1 min
Source document: maktura-positioning-and-messaging_v1 · Launch build, October 2026