When do you bring in messaging? This is a simple answer: everywhere. Messaging has to be the first thing you think about when you're doing anything. When you’re putting together a marketing campaign, what is the message behind it? You’re a biotech firm and you want to talk about a new project you’re implementing, start with a message. You’re an automaker and you got a new car that’s ready to hit the market. Great. What’s the messaging? How are you going to be talking about this car? Why does it matter? What is interesting about it? What does it make people feel when they get in? How do you want people to feel? What do you want them to do?