Key messages are derived from a process that involves stakeholder research outcomes, the organisation purpose, interests and objectives. Messages are one of communication strategy foundational assets. They help determine when to speak and when not, bringing the conversation back to where we want it, establishing brand recognition and increasing the chance of winning ‘mind space’, by virtue of the clarity and confidence they project.

Our approach to developing key messages is informed by the evolution in people behaviour to ‘like’ brands, the move away from jargon corporate speech increasingly perceived as ineffective and our advice to stay true and on message in our times of noise and chaos.