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From YouTube: Brand Activation Group Conversation - 2021-07-13
Description
Brand Growth - Anatomy of a message
A
Hi
everybody.
This
is
rebecca
rich
on
the
brand
growth
team.
I
am
going
to
be
walking
through
two
things
really
quickly.
I'm
going
to
be
talking
about
a
high
level
overview
of
messaging
kind
of
the
anatomy
of
a
message
and
the
distinctions
of
the
different
type
of
messages
that
we
use,
and
then
I'm
gonna
be
talking
through
a
very,
very
brief
overview
of
how
we
intend
on
reaching
and
speaking
to
our
audiences
from
a
brand
perspective.
A
So
I
just
want
to
make
clear
that
this
is
not
I'm
not
going
to
be
going
too
much
into
product
marketing,
because
I
am
not
a
subject
matter
expert
on
that,
and
that
is
the
thing
that
they
specialize
in.
So
I
want
to
go
quickly
through
an
anatomy
of
a
message.
So
the
point
that
I
would
like
to
help
get
across
with
these
slides
is
when
we
use
the
word
message.
Sometimes
it
gets
conflated
with
a
few
different
things,
so
I
want
to
go
through
look
at
what
make
up
a
message.
A
What
the
different
types
of
messages
are
and
then
a
few
distinctions
along
the
way
to
help
everybody
understand
when
product
marketing
is
talking
about
a
message
versus
somebody.
That's
on
a
brand
awareness
campaign
talking
about
that
campaign
message.
So
the
first
thing
I
want
to
talk
about
is
the
anatomy
of
a
message.
So
it
is
based
on
research,
it
ladders
to
brand
foundation.
It
differentiates
us
in
the
market
and
it
speaks
to
our
core
audiences.
A
So
for
us
with
the
brand
message,
we
always
make
sure
that
we
are
working
in
sync
with
our
product
marketing
team,
so
that
the
platform
message
and
the
brand
message
work
together
for
us
with
a
brand
message.
The
brand
message
we
want
to
be
in
our
tone
of
voice-
and
I
will
go
through
that
in
just
a
second
and
we
want
it
to
be
informed
by
our
creative
philosophy
that
starts
at
the
top.
A
So
for
our
tone
of
voice,
the
tone
of
voice
is
the
set
of
guidelines
that
help
us
understand
the
way
we
speak
to
our
audience,
and
it
is
informed
by
channel
high
level
persona
category
and
the
awareness
stage
of
the
company
and
the
product.
It
is
not
the
message
and
it
is
not
the
final
copy,
so
our
tone
voice
is
located
in
our
brand
resources
right
here,
so
our
tone
of
voice
is
called
seat
at
the
table
and
it
will
go
through
a
variety
of
different
information
for
you
all.
A
So
please
take
a
look
at
this
there's
also
a
video
walkthrough
and
if
you
ever
need
to
employ
a
copywriter.
This
is
a
great
thing
to
provide
to
them,
because
it
helps
them,
take
the
message
and
then
put
it
into
our
tone
of
voice
so
that
they
can
write
the
copy,
speaking
as
if
they
were
from
get
lab.
A
The
next
thing
on
here
is
the
creative
philosophy,
so
the
creative
philosophy
is
the
philosophy
behind
our
creative
expression
of
the
brand.
It's
informed
by
brand
foundations.
It's
always
involving
it
is
not
the
message
and
it's
not
the
copy,
and
it's
often
seen
as
the
visual
representation,
but
it
is
also
used
for
the
verbal
expression
as
well
and
so
on
to
our
brand
message.
Brand
message
is
tagline,
it's
based
on
brand
research,
so
there
are
some
things
that
the
brand
team
looks
at
more
specifically
than
a
product
marketing
team.
A
It's
a
phrase
that
we
hope
resonates
with
all
of
our
core
audiences.
It
tries
to
show
the
value
of
the
brand
and
it's
used
for
brand
awareness.
So
it's
not
the
value
of
the
product
to
product
message
and
it's
not
the
campaign
message
and
it's
definitely
not
meant
for
targeted
awareness,
so
the
product
message
again.
I
won't
speak
to
this
too
specifically,
but
the
product
message
is
not
the
brand
tagline,
it's
not
campaign
messaging
and
it's
not
campaign
copy
and
what
I
have
up
here.
A
I
have
that
it's
needed
badly
and
that
is
because
git
lab
as
a
product.
We
want
to
make
sure
that
we
can
express
that
value
to
prospects
and
continue
to
express
the
value
to
the
customers
that
we
have.
So
it's
very
important.
Our
gitlab
platform
message:
this
is
how
it's
set
up
right
now,
so
we
have
the
brand
message
at
the
top
of
iterate:
faster,
innovate
together
our
tech
message,
which
positions
what
the
product
can
do
is
devops
platform
and
then
our
pillar
messages
position
how
the
company
and
the
product
are
unique.
A
A
It's
based
on
the
goals,
the
target
audience
a
number
of
different
things,
but
there
is
an
important
distinction
to
make
here
with
campaign
messaging,
and
that
is
that
there's
a
difference
between
a
targeted
marketing
campaign
and
a
brand
marketing
campaign,
and
I
just
want
to
go
through
those
differences
quickly.
So
a
targeted
marketing
campaign
uses
campaign
messaging
with
the
goal
of
advancing
awareness
of
the
product
message
and
the
value
propositions
of
the
product.
So
this
would
be
the
devops
platform.
A
It
is
targeted
awareness
I
am
saying
on
here.
Typical
audiences
will
know
devops,
they
may
be
familiar
with
the
competitors
and
they
will
want
educational
level
materials
faster.
That
is
not
always
the
case,
but
that
is
something
that
we
know
that
they're
in
that
space
already
and
we're
doing
targeted
marketing
those
things
likely
exist
and
the
goals
for
a
targeted
marketing
campaign
will
be
mqls
and
saos.
Where
for
us
on
brand
marketing,
it's
a
vehicle
for
awareness,
it's
an
opportunity
to
tell
a
bigger
story
about
our
mission.
A
So
you
have
that
brand
campaigning
message
at
the
top
with
a
thematic
message
and
our
category
and
our
values
for
the
campaign
and
that
sits.
That's
is
something
that
is
not
going
to
change
our
product
message
and
our
brand
message
so
quickly
our
roadmap
for
brand.
This
is
how
we're
going
to
be
aiming
to
speak
to
people,
so
we
are
starting
at
the
core
we're
putting
the
open
core
product
at
the
center
of
the
content
journey.
This
allows
us
to
connect
with
the
warmest
audience
in
an
engaging
way.