Turn one clear promise into tailored variants backed by proof. Confirm you can ladder from core message to credible evidence without losing consistency.
What is the ‘core’ in a messaging matrix?
The single value proposition or idea every execution must express
A media plan
A legal disclaimer
A rotating list of seasonal taglines
What do ‘variants’ in a messaging matrix do?
Replace the brand promise each time
Bypass approvals and compliance
Change the product features entirely
Tailor the core to segments, stages, or contexts without changing the promise
Which item is a good ‘proof point’ to support a claim?
A vague slogan
A quantified outcome or credible third‑party validation
An unrelated meme
An internal opinion with no data
Which practice keeps a matrix usable across IMC teams?
Exclude any measurement details
Hide the matrix from partners
Define shared outcomes and KPIs alongside the messages
Let each channel use different success definitions
What belongs in the ‘mandatories’ row of a messaging matrix?
Historic CPMs
Competitors’ budgets
Every brainstormed headline
Disclosures, required brand assets, and compliance lines
When adapting the same idea to different platforms, what should change?
The brand promise each time
Format and language to fit platform norms while the core stays consistent
The product name
The legal disclosures
Which pair best separates ‘core’ vs ‘proof point’?
Core: channel; Proof: budget
Core: the claim or value; Proof: evidence like metrics or testimonials
Core: legal copy; Proof: logo
Core: metric; Proof: claim
What is a sensible test for variants within the matrix?
A/B test headlines and benefits by segment while holding the core constant
Skip tests to go faster
Change everything at once across channels
Use only vanity metrics
How should teams document sources for proof points?
Share screenshots with no context
Store links and data owners so updates are easy and audits are possible
Rely on memory
Only cite internal opinions
What’s the risk of variants created without a core?
Lower production costs with better results
Automatic legal compliance
Fragmented messages that confuse audiences across channels
Guaranteed virality
Starter
Your matrix needs a stronger core and traceable proof points. Clarify the promise and back it with evidence.
Solid
Good structure. Now fine‑tune variants by segment and keep sources current for every claim.
Expert!
Masterful messaging system. You balance one promise with credible proofs across channels.
