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[…]

Innovators: identify your audience, ignore everyone else

Broad based appeal isn’t always the answer, especially for innovators. A marketing agency I’ve written for for several years started including me in their own positioning discussions to help with their messaging strategy. Their owner is a serial innovator. He loves integrating new technology into marketing. He’s got a gift for it. As a result, Read more about Innovators: identify your audience, ignore everyone else[…]

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[…]

Two stories within one: ghost writing that reveals both sides

Good book writing reveals that a story is never just about one thing. Ted Turner’s autobiography Call Me Ted tells a lot about Turner’s expansive business career. But the writing is personal enough to also convey the restlessness born out of aleniation from his hard-driving, alcoholic father. So while Amazon lists it as a business Read more about Two stories within one: ghost writing that reveals both sides[…]