Last year I wrote about how to create a more useful vision statement (here). But vision means different things to different people. So recently, I loved hearing two great presentations that dealt with the importance of vision — they were talking about two completely different ideas. Continue reading
Working with a variety of smaller clients these days, I’m reminded that most business communication strategy problems boil down to three simple questions. Continue reading
Strong branding can preempt or even eliminate competitors. So you have to study your competition — whether you’re building a brand from scratch or reformulating; whether you’re a CEO, marketing executive or an agency creative team.
As a young copywriter, I didn’t understand the importance of research. As an agency partner, I learned to love the research — provided I could do it myself. Creative teams exist to make an emotional connection. We must understand the customer’s emotional needs as well as their practical needs. How else can we frame the communication? Continue reading
Most “vision statements” end up as self-serving, wishful thinking with questionable value. But a client of mine recently learned how valuable a vision statement can be — when created with the right purpose in mind.
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