Executive Summary
Five Steps to Disrupt Messaging as Usual
Messaging can pierce through monotony to differentiate and disrupt a customer’s journey. The issue on the minds of many executives is if that disruption is in favor of the organization or at its expense. As customer expectations shift rapidly due to current economic, geopolitical and social upheavals, organizations have an opportunity to rethink how the brand messaging that is used to guide any and all forms of customer engagement and interaction can be successfully rewritten for a continuously evolving new normal. This report outlines key best practices in rethinking and revitalizing the exercise of brand-messaging framework creation. It includes the critical steps to disrupt the messaging process, questions to ask critical stakeholders and layers of messaging necessary to captivate the customer in the process.