Brand Narrative · Message architecture · Component
The supporting messages
What holds the master message up, kept to a few — because more than three and the hierarchy is flat again.
The deliverable
What it is
Supporting messages exist to make the master message credible. One that does not support it is a competing message with a friendlier label.
Three is the working limit. Beyond that the hierarchy stops functioning and the organisation is back to saying several equally weighted things.
One level in
What it is made of
Each element is a constituent part of the component. Follow one to see the attributes it carries.
The messages
Each supporting message and what it does.
3 attributes: Message · Supports by · Priority
LearnThe evidence
What each supporting message rests on.
3 attributes: Proof · Evidence strength · Owner
LearnThe relationship
How each supporting message relates to the master message.
3 attributes: Relationship · Relative performance · Promotion candidate
Learn
A supporting message that consistently outperforms the master one is telling you something about the position.
The other components in message architecture
The master message
The single thing that must land — because without a hierarchy every message is equally important and none of them arrives.
LearnThe audience variants
What changes by audience, written side by side so contradictions show — because they are only visible when read together.
Learn