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 Read more about How to own your excellence: messaging strategically for competitive advantage[…]

Tell or yell: tone and manner in marketing writing

We have a client whose default mode for marketing writing is overstatement. He’s very successful, very bright and very LOUD. Sometimes it works – there’s a place to pound your chest and claim kingship over all you see. It can work in our favor too — he calls me the greatest writer on Planet Earth. Read more about Tell or yell: tone and manner in marketing writing[…]

Messaging the impossible: People Unlimited dares to own its difference

One of my clients, People Unlimited (www.peopleunlimitedinc.com), promotes an idea that most people consider impossible – physical immortality. Only a very very small minority of people feel that given the right conditions – open outlook, supportive people, healthy living – the body can continue without end. I happen to be one of them. As you Read more about Messaging the impossible: People Unlimited dares to own its difference[…]

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[…]

Collaboration: honesty is the accelerator

I was recently in a meeting with a financial services company to help them develop strategic messaging. One member of their marketing team kept making absurd suggestions. Either he wasn’t paying attention, or he was stoned, or he was simply obsessed with playing out metaphors — birds, wings, flight, horizons – related to the company Read more about Collaboration: honesty is the accelerator[…]

Branding innovation: the toaster approach

A friend recently sat down to pick my brain about an idea he’s got for a new business. He’s in the fitness sector and he’s got a truly new perspective related to training, strength and injury prevention. He spent about an hour outlining his thinking, and I enjoyed listening to him. His analysis is original Read more about Branding innovation: the toaster approach[…]