How important is it to have a clear, memorable message that speaks to your organization's strengths, benefits and differentiating qualities? It's critical. Your defining message is at the heart of your communications and marketing program.

Successful organizations have a just such a message. They also have a plan to deliver their message through as many channels as appropriate, and affordable.

And, they stay on it. They stay on message and they stay on delivery, following up, managing relationships effectively, and measuring results.

They are all about clarity, differentiation, and persistence. On message. On delivery. On top.