Page 204 - The Apple Experience

could create a message map to share its brand and core values—a messaging
template that would apply to every product in the store. Figure 13.3 shows

what a message map could look like for values that the Lush brand

represents.

This message map has only three key points that reinforce the headline.

Three is a good number. Four is acceptable, but try to avoid creating a

message map with more than four supporting messages. Make it easy for all

brand spokespeople to remember and deliver the story.

Figure 13.3 Brand Message Map for Lush

In Chapter 8 we revealed the Apple five steps of service. Step three is to

“present a solution.” The solution includes a clear description of the benefits.

It answers the question, “What product is right for me, and why should I

care?” You and your staff will have a hard time explaining those solutions

clearly and persuasively without a script. Rehearsing a script does not imply
that your employees must stick to a predetermined template (that’s why car

salesmen and phone solicitors annoy us so much). But it does mean that