A product without the messaging does not have a market. But the two are not different and interchangeable. You can’t lift a successful messaging that worked for one product and apply to another. For messaging to be successful it has to start at product inception and should evolve with it.
The New York Times talks about Republicans applying the messaging that worked for Bush reelection campaign to McCain 09 campaign. The two products are basically different. A former strategist for McCain perfectly described the move to employ the previous successful team and messaging, in this way:
“It could be the Coca-Cola strategy of marketing that they’re trying to apply to Dr Pepper,”