The Message vs. the Messenger

Last week I was brainstorming with other members of a marketing committee for the local Boy Scouts and as we were talking about how to achieve growth over the next 5 years, the following concept came to mind...

If your organization has a good strong attractive message, then be very cautious about changing the message.

However, you are going to have to adapt the means of communicating that message (i.e. the Messenger).

Let's put it another way. You have a good strong, attractive brand. Burger King's brand is flame-broiled Whoppers. Boy Scouts have their Values wrapped up in the Scout Law and Scout Oath. This is the message that needs to be communicated to the people. The Message/Brand is a reflection of the organization/company.

The messenger is based on the people you need to get the message to. Traditional Media, Word of Mouth, Promotional activities, Internet and Social Media, etc.

Make sure you do not abandon a good message/brand, just because you have to change the messenger.