Messaging fundamentally explains your proposition and the value it adds to your customer. Simple? No.
"At 60 miles an hour the loudest noise in the new Rolls-Royce comes from the electric clock" was possibly the best and most successful message ever used by the business. A quote from the technical editor of The Motor and penned by David Ogilvy, his genius is recognizing these precise words speak to the heart of the buying audience. Somehow a feature-benefit ad talking to the power steering and brakes, or driver-adjustable shock-absorbers just wouldn't do.
Messaging may serve many purposes and serve more than your buying audience. Simon Sinek asserts 'People don't buy what you do. They buy why you do it.' and this is true - it can help shape a longer-term strategy for a more purpose-driven brand. While businesses usually consider their marketing messaging focused on prospective customers, it is equally effective with investors. A glance at Tesla's share price versus their fundamentals suggests shareholder sentiment continues to be bullish - A heavy hand has helped position them as 'the inevitable future', and they have been handsomely rewarded for it.