Message DNA: Authentic, On-Brand Messaging Frameworks
Authenticity isn’t a buzzword.
It’s your core advantage.
The Pollack Group’s (TPG) Message DNA solution keeps your messaging on-brand and consistently relevant to your target audiences. It’s the ideal methodology for companies, brands, and organizations to brainstorm, create, and refresh key messages for all internal and external communications.
We provide an extensive messaging framework, positioning strategy, copyediting, and expert counsel for every channel that matters. Our strategic approach ensures your communications effectively drive sales and long-term organizational success.
Case Study: VeraDAT
Positioning a FinTech Startup to Combat Global Financial Crime
The Challenge
VeraDAT was founded by world-renowned compliance and legal experts to help financial institutions combat fraud, money laundering, and terrorist financing. The Mexico City-based fintech startup needed to win support from financial authorities, banking guilds, enterprise acquirers, media, and key influencers before its platform launch. It tasked our agency with developing a compelling messaging and positioning framework for a complex technology to ensure the new solution hit the market running.
Our Solution
Currently, financial institutions have only partial access to each client’s background, allowing criminals to exploit gaps in the system. Through VeraDAT, institutions can spot bad actors identified by other network members and receive immediate alerts. By accentuating the business risks and how VeraDAT minimizes them, our message framework created compelling reasons for adoption.
The Business Payoff
By simplifying the key messages and identifying VeraDAT’s core value proposition, the company has successfully launched a pilot program with Mexico’s top four banks. It is now forecasting reaching profitability sooner than planned.
Case Study: City of West Hollywood
Building Community Trust for a Homelessness Initiative
The Challenge
When the City of West Hollywood announced its plan to redevelop a motel into transitional housing for people experiencing homelessness, it required an effective messaging framework. The goal was to build trust and acceptance among various community stakeholder groups, which included overcoming potential fears about crime and safety.
The Solution
Using our Message DNA approach, we identified the most important human issues for each priority stakeholder group. We developed messaging to explain the approach, address fears, and highlight community benefits. With the City’s Strategic Initiatives team, The Pollack Group created talk tracks for City Council members, informational brochures, flyers, banners, and press releases.
The Business Payoff
Because the communications platform effectively addressed stakeholder concerns, the community’s sentiment and overall response to the initiative became measurably more positive.
Case Study: Sonic Fire Tech
Translating NASA-Inspired Tech into Actionable Messaging
The Challenge
Sonic Fire Tech is pioneering wildfire prevention with infrasound technology that stops fires before they ignite. As the company prepared to enter the commercial market, it faced a high-stakes challenge: how to explain a technology with no precedent in a way that resonated across multiple audiences without losing scientific credibility.
Our Solution
The Pollack Group developed a full Message DNA framework to support Sonic Fire Tech’s go-to-market strategy. After market and competitive research, we built detailed personas across residential, enterprise, and public-sector stakeholders. We then crafted a core brand narrative and tone of voice that balanced clarity, urgency, and trust.
The framework included:
- Core brand positioning for Sonic Fire Tech.
- Messaging architectures for three distinct product lines.
- Audience-specific pillars and proof points for each stakeholder.
- A scalable narrative structure for PR, marketing, and investor relations.
The Business Payoff
The Message DNA framework now serves as the foundation for Sonic Fire Tech’s communications across all channels. By transforming complex science into compelling, audience-ready messaging, we helped Sonic Fire Tech accelerate market readiness, build credibility, and lay the groundwork for future category leadership.
Solutions
Some communications challenges call for a more focused approach. The Pollack Group’s proprietary solutions combine decades of communications experience with specialized methodologies, technology and audience intelligence to help organizations solve specific business and reputation challenges. From strengthening messaging and preparing for a crisis to understanding audiences, elevating leaders and measuring how brands appear in AI-driven search, our solutions give organizations practical tools and insights they can put to work.
Connect to Lead
We believe in creating transformational value - not just transactional.
Leadership Now
Creating leadership platforms that are essential to building audience trust and confidence.
Outmaneuver
Count on us to find ways to overcome the barriers - and out-think the competition.
Activate Now
We help you prioritize and focus on the sources of influence who will drive ROI.
CrisisGuard 365
Your ‘always on’ crisis communications partner available 24/7/365