Winning the battle to be heard: Ulysses S. Grant and your messaging strategy

I’ve been reading the memoir of Ulysses S. Grant, who led the Union Army in the Civil War, and became the 18th President. It’s a wonderfully written book, with numerous insights into how the war was ultimately won. What is especially striking is how Grant shows that the outcomes of battles were often determined before Read more about Winning the battle to be heard: Ulysses S. Grant and your messaging strategy[…]

Why clarity (in messaging) is beauty

There’s something beautiful that happens when brands and campaigns take the time and effort to strategically define, align and craft their message. You can feel it in the workplace. You can see it in the creative. You can measure in on your bottom line. It’s called clarity. Suddenly, you go from being busy with too Read more about Why clarity (in messaging) is beauty[…]

Get to the HOW of the matter: how your methodology can distinguish your brand

Differentiation is key to any strong brand position. But what do you focus on when what you offer and why its awesome sounds a lot like what your competitors are saying? This is a regular occurrence today in mature markets, including professional services, where often everyone is doing the same thing, only some do it Read more about Get to the HOW of the matter: how your methodology can distinguish your brand[…]

Love thy niche: why true outliers need to market for growth, not validation

We all want to be received and appreciated by someone who simply doesn’t. It could be a family member, an associate, someone from your past, or even your future. By struggling to be acknowledged specifically by those individuals who resist doing so, we waste energy and time, which we could be dedicating much more productively Read more about Love thy niche: why true outliers need to market for growth, not validation[…]

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 Read more about Professional Dis-position: How professionals consistently fail to position themselves effectively[…]

The benefits of being good: positioning social consciousness for bottom line impact

One of our clients has a serious branding challenge — they’re doing real good in the world. Almost every company has some charitable giving or community service component. But, ironically enough, when doing good is fundamental to your brand, it can actually raise questions regarding both intent and quality. We messaging strategists are always looking Read more about The benefits of being good: positioning social consciousness for bottom line impact[…]

An open challenge to web developers: deal with the content conundrum

There is much that makes sense in online marketing. Brand strategy makes sense. User experience considerations make sense. SEO sensibility makes sense. Social media even makes sense, when done right. One thing that does NOT make sense is designing and building a smart, sophisticated web presence while ducking the whole issue of content. Great sites Read more about An open challenge to web developers: deal with the content conundrum[…]