Crafting A Message That Matters

Technology is sexy. Messaging -- at least the process of messaging -- well, not so much.

We sit through meetings every day where clients dream of what technology can accomplish, and often, embark on those efforts, only to face the cold realization somewhere into those efforts that they simply 'don't know what to say.'

The Message Is The Starting Point. Unfortunately, many companies don't have a central messaging platform. And so, when they begin a major digital, technology, or other marketing/sales effort, messaging takes a secondary role. "We'll get to that when we have the structure of our effort developed," we often hear.

That thinking is backwards. Messaging should actually be the first task, or at the very least, an initial effort developed in concert with the overall structure. In fact, strong strategic messaging can inform and direct its distribution methods and tools. The right message will 'tell' you how it should best be delivered.

Every year, millions of dollars and thousands of hours are wasted because organizations don't have a vetted and detailed messaging platform that is both internally used and externally accepted. A platform that can be used as the starting point for major projects that have a messaging element; a guidebook for day-to-day communications work that incorporates, vision, mission, values, brand, products, solutions and more.

To learn more about building and/or redeveloping your overall messaging platform, or a specific platform for subsidiary brand, products, solutions, or more, contact Brian Creath, president of Cohesion at 314-276-5383, or at [email protected].

Cohesion | Brand & Messaging Consultants.

Brian Creath is the president & founder of Cohesion. Founded in 1999, Cohesion is a consulting firm that helps Fortune 500s / Global 2000s and mid-market companies better define, leverage and manage their brand and marketing efforts. Our work works because it is born from in-depth, qualitative research, simple frameworks, and proven methodologies. Leveraging a proprietary platform and architecture process, Cohesion has successfully positioned (and developed the messaging for) more than 120 businesses, brands, products and services. To learn more, visit: https://cohesioncompany.com.