Before we go to market, we must know what to say and how to say it. Messaging is the strategic part of what we say: Understanding who we’re targeting, why they’ll care, and what makes our product the right choice.
Phase 3 ensures that messaging connects the brand with the advertising problem to be solved, telling the people creating advertising and marketing for the brand what they’ll need to say to which audiences in order to get their attention and persuade them to consider the product, service, or brand. Later, creativity is applied to the message in order to create advertising campaigns that attract attention and lead customers down the funnel toward purchase.
