Raising the relevance of your content marketing: a case study

A major computer technology company was growing its presence in the field of online security. They had recently acquired a respected innovator in security and wanted to leverage its thought leadership through a sustained, content-driven digital lead nurturing campaign. Their need: They hired us to develop the messaging strategy for this campaign that would turn[…]

How to own your excellence: messaging strategically for competitive advantage

Integrity Engineering (www.integrity-eds.com) already had the name, but they needed the strategic messaging to pay it off. And no, a dictionary-like definition of integrity wasn’t going to cut it. Definitions of this kind imply an ownership that simply doesn’t exist. Integrity Engineering is an excellent aerospace engineering firm, but nobody owns integrity, not even these[…]

How to brand a revolution

Most brands claiming to be leading a revolution probably aren’t. If they really were, they’d think twice about making the claim. For example, a real revolution in shaving might be, perhaps, some product that made your whiskers stop growing in the first place. The revolution you’re much more likely to hear about is really just[…]

Step up, be strategic

It more difficult than ever for organizations to reflect on their messaging and define their strategy for what they are saying, why, and to whom. Unfortunately, most communications departments are maxed out on simply keeping up with the tactical needs of sales forces and senior executives. This leaves even the most able performers often too[…]

Your brand needs a screenplay

Organizations on the rise have a clear compelling story to tell, which is engaging to their audience, while being authentic to them. When companies lose the plot of their own story, that is when they start to die. Similarly, up-and-coming organizations that fail to comprehensively articulate their story fall short of achieving their full potential.[…]

Professional Dis-position: How professionals consistently fail to position themselves effectively

Professionals are notoriously bad at brand marketing. Consider the case of chiropractors, who often buy their marketing materials from a prefab supplier of who “specializes” in their segment. It’s convenient no doubt, but hardly effective in differentiating yourself from competitors, who are, by the way, other chiropractors. But architects, lawyers and accountants may not be[…]

Writing case studies: sometimes more is more

Marketing writing is often about compression. How quickly and succinctly can we get our message across? But these speedy, smooth sentences can some times leave out the kind of detail that specialized audiences connect with. Case studies can provide the platform to expand on your offering and show how your solutions works in real world[…]