message architecture

Definition

The hierarchical framework organizing your marketing messages from core positioning down to tactical proof points. It's the blueprint ensuring everyone isn't just making up shit as they go along.

Example Usage

Our message architecture cascades from 'making work simpler' at the top down to specific feature benefits for each persona.

Origin

Strategic communications terminology formalized in the 1990s-2000s

Fun Fact

Most companies have message architecture documents that are beautifully designed and completely ignored by the people actually creating content.

Source: Brand strategy and corporate communications frameworks

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