Marketing Message

The marketing message supports business goals while remaining consistent with the brand’s marketing strategy.

A company will typically have one brand message per brand, but may have multiple marketing messages—some of which may be short-term (such as to support the promotion of a special event or seasonal strategy).

Messages may be about products, services, promotions, events and more. However, the efficacy of a marketing message comes from connecting to the intended message recipient (which may be a target market, or a specific market segment.

“When crafting your message, remember that you are not the hero: your audience is. Speak directly to who they are, what challenges they’re facing, and how your brand will guide them closer to what they need.”

Example: Southwest Airlines “Transfarency” marketing message has been extremely successful at highlighting that while their competitors are adding on baggage, flight change and other fees, Southwest has no hidden fees and low costs.