Has the world bought you a Coke lately? Probably not, because that concept is almost as old as I am. In fact, Coke has evolved its message repeatedly to the point you may not have even noticed. In the 20-teens, for example, they shifted from “Old Happiness” to “Together Tastes Better,” because people’s interests shifted from individual pleasure to more social connections.
Few of us work for brands as omnipresent as Coca-Cola, but that doesn’t mean we can’t learn from heavyweights like them. In the time it takes to finish a can of soda, a once-powerful message can become nothing more than background noise. Why?
For one, no one has an attention span anymore, Plus, information now moves at breakneck speed. Your messaging is either evolving or becoming old, tired, and ineffective.
The Invisible Threat of Outdated Messaging
Most leaders don’t realize their message is dying until it’s too late. Outdated messaging is like a slow crack in your brand’s foundation—imperceptible at first, but eventually catastrophic. It manifests in subtle ways: decreased engagement, muted audience response, and a growing disconnect from your constituents. Think back to the last century when U.S. automakers refused to hear what their customers were telling them. They have still not recovered fully from that hubris.
Consider the risks:
- Your audience stops listening because your language offers them nothing new. If the Febreeze commercials taught us anything it’s that we can become “nose-blind” to smells. Your audience will definitely get “ear-blind” when your message stagnates.
- Everyone’s competing with someone for something. If your competitors understand current communication dynamics better than you do, they’ll have an incredible advantage.
- What you offer and how you offer it could be seen as obsolete. Been to a Blockbuster lately? Exactly.
How Messaging Becomes Obsolete
Messaging doesn’t age like fine wine. It ages like milk—quickly and smelly. Multiple forces conspire to render your carefully crafted messaging irrelevant:
Technological shifts dramatically alter how we communicate. The rise of social media, short-form video content, and AI-driven personalization have completely transformed audience expectations. A message that resonated five years ago might sound tone-deaf today.
Cultural and societal changes move even faster. The global pandemic, social movements, and generational shifts have radically reshaped how people perceive authenticity, purpose, and connection. Your messaging must reflect these evolving societal narratives.
Our expectations have become more sophisticated and nuanced. Today’s audience doesn’t just want a product—they want a story, a purpose, an experience that aligns with their values.
Practical Strategies for Keeping Your Messaging Current
- Conduct regular messaging audits
- Listen actively to your audience’s evolving language through either focus groups or market research
- Use data and analytics to understand shifting perceptions
- Create a flexible, but authentic and compelling, messaging framework
- Foster a culture of continuous learning and adaptation
The Continuous Communication Mindset
Your message is not a one and done endeavor. Remember that communication is a two-way street; Your message is a living conversation with your audience. Treat it like a relationship that requires constant nurturing, listening, and adaptation.
Don’t know where to start? We do. Get in touch.
