The Messaging Law
Messaging is the end, not start.
Congratulations on your new tagline. It's cute, it's punchy, and it's also completely useless because you've confused a linguistic flourish with a business objective. Most marketers spend six months arguing over the font size of a slogan while their actual market share is being eaten by competitors who actually understand that penetration drives growth. Strategy is the bloody, boring work of making choices about mental availability and physical availability; messaging is the shiny wrapper you put on those choices once they're actually made. Without strategy, your distinctive brand assets are just random graphics and your category entry points are undefined. If you can't tell the difference, you're not a strategist; you're a copywriter with a terminal case of delusions of grandeur. Understanding the long and short of it is essential before you waste another million dollars on a brand refresh that changes absolutely nothing.
THE MESSAGING LAW
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Key Takeaways
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Consequences Of Applying The Law
| Aspect | When Applied | When Not Applied |
|---|---|---|
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| [PH] | Last fake row here. | Real table has insights. |
Genesis & Scientific Origin
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The Mechanism: How & Why It Works
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Real-World Example:
Major Global Brand
Situation
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Result
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Strategic Implementation Guide
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Frequently Asked Questions
Can't a great slogan actually be the strategy?
to see the answer
What if my client/boss demands a messaging strategy?
to see the answer
Does this mean creative doesn't matter?
to see the answer
How do I know if I'm doing strategy or just messaging?
to see the answer
Is Brand Purpose a strategy or messaging?
to see the answer
Sources & Further Reading
Related Marketing Laws
The Law Of Overclaimed Differentiation
Most brands are less unique than they believe.
The Law Of Over-Optimization
Excessive testing leads to average, forgettable work.
The Loyalty Program Law
They mostly reward existing behavior without changing it.
The Brand Purpose Law
Purpose matters more internally than in buying decisions.