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?