Brands talk. Whether consumers listen, depends as much on what you say as how you say it!
You wouldn’t think so with the amount time, money and effort often spend on campaign image finessing and how little focus strategic messaging strategy and copy execution sometimes receives.
We are definitely in the camp that believes messaging is a vital equity of the brand. Whether you are developing promotional copy for in-store gondolas or drafting the global brand mission statement, the brand should talk in a coherent distinctive voice that matches its values, personality and ambitions.
Our approach is to use consumer groups to co-create brand messaging maps, helping us develop a validated and insight driven view of the dialogues that drive positive brand behaviour and the language that acts as a barrier.
We use digital listening as an important part of the process as we increasingly recognise the importance of on-line brand review dialogue between peer groups across the wide variety of social media platforms.