Standard message testing tends to focus on individual messages, ignoring the importance of the brand story as a whole. Such a blinkered view can lead to an incomplete, even weak positioning.
MESSERGY® is a co-creation tool. It uses a split-group methodology in which each group of clinicians creates brand stories and a positioning statement using the messages provided. When they reconvene to present these stories to each other, we can understand both the individual message power and the synergistic power of the whole. MESSERGY® gives us the optimal brand story.