Focusing On The Message

Mayer said that sometimes companies focus too much on the message they are trying to deliver, or what they are trying to say, instead of the brand voice, or how they would say it. How the brand is delivered and justified is extremely important in its effectiveness, he said. Mayer compared the difference between a message and a brand voice to the difference between a strategy and a story, where employees might know what's going on and what's important but might not be able to get the point across to customers.