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[…]

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 Read more about Raising the relevance of your content marketing: a case study[…]

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[…]

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[…]

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[…]