Meaningful Messaging Matters

Don’t fall into the trap – messaging has to be meaningful to be memorable. Every part of the campaign strategy has to be well orchestrated. If at any point using the channels becomes more important than the message itself, then the process has become more important than the message. World class campaign strategy management is about ensuring that a well-crafted meaningful message is sustained throughout the entire campaign. Building and sustaining a narrative thread requires planning and modeling. Channel effectiveness changes constantly. The best combination of channels today may not be the best combination tomorrow. The campaign has to be nimble. The message has to be consistently meaningful. Resist the urge to engage in messaging just for the sake of getting the word out to build brand name. Make the messaging meaningful.