All messages are brand messages. This is a soap box issue for me (listen to my podcast) and in the last two weeks I have been reminded of it twice.

The first instance was last week when I participated in an on-line survey. The questions pitted demand generation messages against brand messages. Considering the economic times it is an interesting and appropriate discussion. In the best of times we are very careful of what we say and how it supports the brand, our brand values and the brand promise. Why wouldn't we be just as diligent about the messages we deliver when times aren't the best?

In these times, the temptation might be to say or do anything to generate demand and to get the order. In doing so, you might get the lead and you might get the order. But what is the lasting result? Demand generation messages and brand messages are not mutually exclusive. They can and must be aligned. When executing the tactics of your uncertain times strategy you should be asking questions such as these: Will this compromise our brand equity and position? How can we generate demand and be true to our brand promise?

The second instance was just this week. Like many, I have been following the Twittering of the business world. The April 21st issue of Advertising Age has a very good article on the introduction of "C-Tweet" and the need for C-level executives that chose to participate to be good brand ambassadors. The article ends with the following advice -- "Be true, be relevant, be transparent, respect your brand and your customers, don't make a promise you can't keep."

As we navigate this uncertain economy and the changing media landscape this is excellent advice to keep in mind.