Short summary of AdAge.com article with subtitle "What Marines Can Teach CMOs About Success Under Fire"
Make sure your messaging briefs are standardized and contain these essential elements:
- A clear definition of the target audience that is focused enough to establish common interests
- A clear statement of the audience's current mental and emotional perceptions of your brand, the context in which they will make purchase decisions, and the competitive set.
- A short statement of the "desired" perceptual state -- one that is reasonable given your budget. What do you want the audience to think and feel after you communicate with them?
- A clear list of the minimum points you must communicate in order to achieve your goal. If it doesn't persuade, don't say it!