Words

Tell a better story

A great story is more than entertaining and captivating – it can be the glue that helps you organize your information to create a more cohesive, coherent brand. There are plenty of story constructs you can use. When it comes to brand stories, the classic is: What the world was like before your brand The

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The trick to making infographics work

Infographics are the antidote to the data firehose. They break complex information into graphic bits, tie the bits together with arrows and circles, and assemble them in pictures so pretty you want to wrap your Christmas presents in them. Magic, no? No. Anyone who has tried to construct an infographic quickly understands it isn’t the

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Make testimonials work for your brand

We’ve all seen cheesy late night testimonials for thigh masters and miracle vitamins. They’re cringeworthy. But a true, heartfelt testimonial can move mountains for your brand. Here’s why they’re important. And how you can start building a library of great testimonials for your brand. Testimonials work because they deliver your brand promise better than you

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Do you need to fix your brand name? (p.s. it’s easy)

Bad brand names are one of the most consistent forms of self-sabotage I see in marketing today. Ironically, they’re also one of the easiest fixes around. There is no reason to stick with a lousy handle! Do you have a bad brand name? Ask yourself: Does your brand name infer what your brand does best?

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Shake up your brand placement

We humans are creatures of habit. When we go to the supermarket for toothpaste, we stride purposefully to the oral care aisle. Mission accomplished. But for the dozen toothpaste brands fighting for visibility in that aisle, becoming the choice is a costly, frustrating job. So why can’t brand stewards take their toothpaste brand out of the

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Creating an impactful message, the Winston Churchill way.

I recently saw Darkest Hour, which gave me the opportunity to witness Winston Churchill’s amazing ability to craft impactful messages.  A fascinating part of the film was seeing Churchill prepare, and gaining an appreciation for the incredible care and effort he put into his words. If you want me to speak for two minutes, it will

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Inside tips on honing your authentic brand

‘Authentic brand’ is the cliche du jour – everyone wants one, but few people understand what it really entails. Google ‘Create an authentic brand’, and you get plenty of advice – craft your story, connect with customers, get other people to tell your story. It all seems simple and straightforward. What could possibly be added?

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How to craft a simple marketing message

Nathaniel Hawthorne famously said “Easy reading is damn hard writing.” He must’ve been thinking about crafting simple marketing messages. Every marketing communicator strives for simplicity, because complex messages are ignored messages. Consumers are flooded with a firehose of information every day – any message requiring the least bit of effort is just washed away. And

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