Today's Tip: Staying on Message

One hard lesson I've learned during my professional career, is that it's easy to be knocked off message. Standing in defense of an idea or position when the opposition has launched a well-organized, well-funded campaign against you , your product or service is not easy. But, remembering and using the following simple tactics will help you and your company survive the tide:


1.) Frame Your Message:

Your message should be short, simple and easy to remember. Taking cues from the beverage giant, Coke, we can see how the company framed its messages around slogans. With little to no competition in 1908, the message was simply, "Drink Coca-Cola." Then, in 1969, with competition from Pepsi and a few other soft drink manufactures, the slogan/message became, "It's the Real Thing." A TV ad was created with a multi-cultural cast of people singing, "It's the Real Thing" perched on a majestic hilltop! This reinforced the idea of Coke as the authentic beverage producer world-wide. Fast forward to 2009, during a recession, when name-brand soft drinks may be the last thing on peoples' minds, the new slogan is, "Drink Happiness"... The underlined message may be that you can drink it (Happiness), even if you can't afford to buy it!

2.) Know Your Opposition's Arguments:

Pepsi, Cokes biggest rival, launched the slogan/message, " Twice as much for a Nickel" in 1939 to beat back the competition. In a post-depression era, as the primary opposition, Pepsi understood Coke hadn't argued a "more-bang-for-your-buck," so they did. Each company would argue against the other over the years to increase and maintain its share of the consumer market. You can do the same with your company, product or service.

3.) Continue to Bridge Back to Your Message:

Coke has solidified its position of first and best over throughout the years. In 1942, the message was, "The Only thing like Coca-Cola is Coca Cola itself." Coke has always bridged back to its original messages pointing to itself as the leader in the beverage battle.

Good luck and let me know how it goes!
Your VP,
H.L.W.