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Supporting Messages

When marketers need to write a creative brief for advertising, direct marketing, web marketing, a promotion, social media or any other type of marketing communications program, they want to know what messages about their brand, products or services will best support the overall promise and drive results for the program. Supporting Messages is the tool that delivers intelligence to inform these decisions.
  • Select a brand.
  • Choose the segment being targeted and "primary promise" of the program.
  • Get supporting messages to leverage connection.

There are many supporting messages marketers can use to inform their work. And when using Supporting Messages, marketers can answer these questions: What messages most support an emotional promise driving cross-sell for a specific segment of customers? What messages most support a promise designed to acquire a new segment of prospects to your brand for the first time? What messages help convince consumers that our brand reflects their lifestyle, or help them achieve their goals? Should we emphasize innovation? Empathy? Product quality? Caring service? Unique product features? Brand expertise?