No one is interested in your great story if your customer experience sucks. I like to shop locally whenever possible but couldn’t find containers I loved for our large plants so I turned to The Google. After some searching around, I was quickly seduced by a beautiful photo of a modern white cylinder container that […]
The Cost of Being a Nice Brand
Last week, we praised brands that are provocative with purpose. As a counterbalance to the idea of polarizing your audience to build fierce loyalty, let’s explore the idea of just being nice. These are the brands no one can dislike. Let’s find a few common denominators. Rohit Bhargava authored the book Likeonomics. Peter Shankman’s book Nice Companies […]
The Role of Messaging in Marketing
As communications professionals, we tend to be guilty of the very things we preach against: Speaking industry jargon and catchprases. On a daily basis, I tell my clients to keep it conversational. “Would you say it in person?” then don’t say it wherever you’re saying it. The terms “message development” and “storytelling” get bandied about […]