Messaging Definitions
Below you will find the definitions regarding STeP Key Statement.
What is the Product Promise?
The shortest and most concise text in the communication package with a consistent structure that is recognisable across the product catalog.
What is the Key Statement?
A memorable, 1-sentence headline based on the product’s core communication points. The Key Statement can be used completely or divided into two seperate statements.
What is the Product Description?
A detailed statement communicating all the product benefits.
