Message Development Modeling
helps brand teams use brand
equity information to develop a
communications
platform for their brand.
The key to this unique methodology
is using
market research to identify
opportunities
in the marketplace and positioning options for the brand.
Message Development Modeling
uses advanced multivariate
statistics such as Structural
Equation Modeling,
Factor Analysis and Multiple
Regression. There are two
basic steps in the
process. The
first is to identify
a communications goal or
brand promise. The second step is to
identify
supporting points which,
when combined with the
brand promise, yield a
compelling reason
to use the
brand.
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