| Brand Message
The Brand Message describes 5 - 9 key brand
attributes in terms of their special importance to a given target
group, competitive set and other variables.
A Brand Message is sometimes also known as a Communications Platform
because, metaphorically, it resembles a stage-like structure composed
of individual planks with each plank representing an issue of
importance to the audience.
In a political world, a Brand Message might be called a "political
platform" and the planks might include topics such as taxes, education,
defense and healthcare (i.e., a Brand Message describes "where the
brand stands" relative to a core group of important issues).
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For instance, a wood flooring manufacturer's Brand Message might
include positioning statements about pricing, product options, product
innovation, environmentalism and delivery.
Brand Messages are developed to provide the brand with as much
leverage and momentum possible relative to variables such as strengths,
weaknesses, opportunities and threats (SWOT), and other variables |
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