Cheap and proud: messaging strategy for being both good and affordable

A while back I was engaged to create a messaging strategy for a SaaS in the education space. Sales were flat and the brand, which had been one of the first to market, had been overtaken by newer competitors. Ownership wanted to update their messaging strategy to win in the current, more mature environment. Internal[…]

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[…]