Best Practice Report

The Messaging Nautilus® Corporate Brand: Arc 3 — Strategy And Intent

January 4th, 2019

Summary

Effective corporate messaging bridges organizational vision and audience needs, as well as current and future states. A messaging strategy statement creates internal unity around the goal of the messaging process and prevents emotional debates. Insights that inform the messaging strategy statement may come from existing research; however, additional input and data are usually required. In this report, we focus on Arc 3 of the Messaging Nautilus and outline a four-part process for creating a corporate messaging strategy statement that clarifies the key issue and ensures the message will be accessible by an external audience.

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