Part II — Messaging Pillars vs Narratives (Strategic Comms)
Part II — Messaging Pillars vs Narratives (Strategic Comms) | Amarjeet Singh @ AJ Part II: From Gardening to Strategy Messaging Pillars, Narratives & Why Most Brands Get It Wrong By Amarjeet Singh @ AJ In strategic communications, I often hear people use messaging pillars and narratives interchangeably — spoken about as if they are the same thing. They are not. Confusing them is like confusing roots with fruits . Both are connected, but each plays a very different role in growth. The Primary Role: Structure vs Meaning Messaging pillars are the foundations. They are the core themes , value propositions , and non-negotiable truths of a brand, organisation, or initiative. Messaging pillars answer the rational questions: What do we stand for? What problems do we solve? What proof do we have? Why sho...