The Importance of Clarity in Brand Development

Credo’s monthly marketing bulletins are 4-page executive briefs. Each bulletin is a tight synthesis of information along with insights about what the subject means to your business. Credo relies on a combination of qualitative research, quantitative research and desk research to produce these briefs and each is designed to focus the executive’s attention on an important marketing matter.

Are you developing and delivering increasingly complex products and solutions? If you answered yes, you need to understand the importance of message clarity in establishing sales support. While it’s true, “the more complex a product, the less likely advisors are to sell it,” communication process that revolves around achieving clarity can help you up and over the sales and marketing mountain. This bulletin focuses on issues surrounding clarity by presenting two short case studies about companies that have had very different experiences in establishing clear, straightforward messages.