HomeResearch Articles The SiriusDecisions Messaging Nautilus® Corporate Brand: Arc 7 — Building a Corporate Messaging Map

The SiriusDecisions Messaging Nautilus® Corporate Brand: Arc 7 — Building a Corporate Messaging Map

  • The corporate messaging map is a tool for capturing the full range of messaging — from high-level corporate identity to specific persona value propositions
  • Although communications is the steward of the corporate messaging map, the process of building the map requires substantial contributions from portfolio marketing
  • The mapping process reveals how audience and offering messaging fits into the larger context, as well as inconsistencies that must be addressed
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