HomeResearch Articles Building a Corporate Brand Messaging Map

Building a Corporate Brand Messaging Map

  • As b-to-b organizations grow, creating a rational messaging hierarchy that connects the corporate brand with the full portfolio of offerings is increasingly important
  • Best-in-class communications functions build and maintain a corporate brand messaging map depicting how corporate messaging cascades into the portfolio
  • Communications is the steward of the map and champions the mapping process, but building the map requires substantial contributions from portfolio marketing leaders
You must log in to client portal for full access to this content. Login

Take Action

Not a SiriusDecisions Client?