Gartner Research

Building a Relevant but Consistent Brand-Messaging Architecture

Published: 04 April 2019

ID: G00703724

Analyst(s): Marketing Research Team

Summary

Marketing leaders struggle to balance tailoring their brand value proposition to appeal to key target audiences with maintaining a cohesive brand identity. Review our guidance on how to effectively contextualize your brand for diverse audience segments without losing the brand essence.

Table Of Contents

Introduction

Develop a Compelling, Overarching and Scalable Brand Story

Combine Key Consumer Truths With Your Brand Truth to Generate Brand Story Ideas

Table 1: Sourcing Questionnaire

Assess Scalability Across Key Audience Groups to Select an Overarching Brand Story

Develop Effective Customer Stories for Key Audience Personas

Identify a Limited Number of Personas for Story Development

T. Rowe Price’s Brand Story Consolidation Strategy

ESPN’s New Brand Platform

Contextualize the Brand Story for Emotional Resonance With Key Audience Personas

Building Effective Customer Stories at HP Inc.

Conclusion

Recommended by the Authors

About This Research

Endnotes

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