I am sitting in sessions at Red Hat Summit watching the same uninteresting product positioning scroll across the screen. "Enterprise" "Highly Available" are endless and are being used to refer to every single product. Oh boy! Aren't these table stakes for software?
They are asking me to pull cash from my pocket and all they can offer is 'it won't embarrass you"
Compelling marketing needs to be built on a tangible and understandable customer benefit. The best advice I've heard is to pull quotes from your customer testimonials as a starting point. If you can't find any you are in the wrong job.