Messaging
Message Architecture
Message architecture structures the entire communication system — from the master narrative down to specific messages and content — so that every piece of communication reinforces the same strategic foundation.
Message Architecture Structure
The Hierarchy
1
Master narrative — the central company story2
Positioning — where the company belongs3
Value proposition — why customers should care4
Pillars — major ideas supporting the narrative5
Proof — evidence supporting each pillar6
Messages — audience-specific expressions7
Content — ongoing communicationRelated Services
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