Message Consistency Quotes

No one is confused about what a Democrat is in a presidential election. In every election other than a presidential election, our voters are confused. We've given out too many different messages.

When there is change, it must not alter the content of what propaganda is driving at, but in the end must always say the same thing. For instance, a slogan must be presented from different angles, but the end of all remarks must always and immutably be the slogan itself. Only in this way can the propaganda have a unified and complete effect.

We want to say the same thing. The press wants something different. The people who are successful in our end of the business are those who find different ways of saying the same thing.

As a professor of marketing, I have a professional interest in examining how companies create integrated messages when communicating a corporate image.

You know a Senate race is obviously a much smaller deal than a presidential race. What I think makes a very hard job considerably easier when you're going to debate is if you have reminded yourself - or somebody has reminded you during the course of your campaign - that consistency is enormously important. That people don't want to hear you say one thing in one part of the state and another thing in another part of the state.

As a scholar, you don't want to repeat yourself, ever. You're supposed to say it once, publish it, and then it's published, and you don't say it again. If someone comes and gives a scholarly paper about something they've already published, that's just terrible. As a university president, you have to say the same thing over and over and over.

I can go off-point, I can go off-word, I can go off-paragraph, but I can never go off message.

Marketers sometimes get caught in this lie that you must talk to people only in the voice that they recognize.

In the old days, you could segment happily. You could put out one message to one segment of the audience, and one to another. That has now gone. You say something to one community and instantly, literally at a click, it's available to everybody. What it means is that if you're trying to craft a message, it's very difficult.