Messaging development.
Designing the language and visuals that cue benefits.
Names
The right name can set the stage for effective benefit communication.
Tide with Bleach, Dove Nutrium, Affresh washer cleaner, Eclipse light-blocking curtains. These names contribute to effective messaging.
Claims
Claims dimensionalize performance, elevate ingredients, and make benefits proprietary.
"41% stronger hind legs in just 30 days" is a claim that adds specificity and believability to an execution.
Visuals
The right visual can often telegraph a benefit more quickly and memorably than words.
For the past 60+ years, Dove has used visualizations of cream to communicate moisturization and smooth skin.
Signals
Some brands wish to communicate with a softer touch. That's when signaling can help.
Photography styles, the right models, even typeface choices can signal some image-based equities better than more overt messaging.
Taglines
Taglines summarize the brand promise in an impactful and memorable way.
For most of the past 35 years, Tide has relied on the tagline "It's got to be Tide" to reinforce the brand's superior cleaning.
Continuity
Brands need new executions and innovation to stay relevant. But they also need continuity.
The right messaging can provide continuity, enabling brands to unify executions across a campaign, and over time.
The Messaging Development Process.
The messaging development process consists of three steps - discovery, development, and assessment.
| # | Step | Description | |
|---|---|---|---|
| 1 | Discovery | Interviews with key brand and technology leaders to identify brand facts that inspire impactful claims and visuals | |
| 2 | Development | Rough messaging ideas are developed for review with the client. The most promising messaging ideas are further developed into messaging creative for consumer assessment. |
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| 3 | Assessment | Messaging creative is exposed to consumers in proper brand and media context, using proprietary learning tools. Media context is a simulated media environment, such as a social media feed, or pre-roll in video content. |
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