What We Do
Positioning & Messaging Framework Evaluation
Any elements of your messaging framework can be tested qualitatively and/or quantitatively.
 |
BRAND PROMISE |
 |
MISSION |
 |
ELEVATOR PITCH |
 |
KEY MESSAGES/BENEFITS |
 |
POSITIONING STATEMENT |
 |
TONE OF VOICE |
 |
PILLARS |
 |
PROOF POINTS/REASONS TO BELIEVE |
Using statistical techniques, overall messaging elements can be evaluated relative to their preference. This allows you to determine which ones to choose or accentuate in your messaging strategy.
In this fun hypothetical example, with five different messages tested, it’s clear that the “Tastes Great!” messaging is the preferred choice by the target audience.
Potential positioning statements or messaging can also be decomposed and evaluated according to which parts are found most appealing and least appealing by highlighting phrases that stand out. The output shows the frequency that a phrase or words are selected, with color and size moving proportionally to illustrate preference.
Example of how a Positioning Statement would be parsed:
"Powerful words or phrases that stand out and resonate with your audience.
Words or phrases that are somewhat appealing, but don’t really stand out or make an impact.
These words or phrases are the least appealing and contribute least to the overall message."
22
