Message Architecture Development

To break through the clutter of messages in the media, a clear blueprint for messaging is required, a Message Architecture. Creating this consistent focus will not only lead to stronger branding and positioning, establishing the desired position in the customer’s minds, but also preempt the creation of random messages which may dilute the brand positioning and confuse brand image.

CI creates the Message Architecture for your brand, using CI’s proprietary methodology, built from the constructs of customer-based benefits, product portfolio features, and competitive positioning analysis. The Message Architecture is an information hierarchy derived from the CI process of message engineering that identifies the primary audience as determined by your primary marketing objectives. The Message Architecture defines the key themes and messages to build favorable impressions and lasting perceptions in the customer’s mind.

In the process of creating the Message Architecture for your brand, CI uncovers misalignments between the product portfolio and customer value, identifying areas for attention.