We shape stories around four pillars that make Purdue distinct: research, education, experience and culture. Our core value proposition articulates what we deliver to audiences.
Figure out who you’re talking to before you decide what to say and what you’re trying to achieve.
Consult the Message Map to align your topic with specific attributes. When possible, connect supporting points with a secondary message to strengthen your message.
Once you’ve established that your topic links to a brand attribute, you need to identify the benefit or benefits. (Note: In most cases, your audience cares more about the benefit than the attribute).