Q: What is the difference between messaging and storytelling?

Posted by on Jan 28, 2016 in Branding, Communications, from Q to A | Comments Off on Q: What is the difference between messaging and storytelling?

Q: What is the difference between messaging and storytelling?

A: When it comes to brand communications, messaging and storytelling can be synonymous. They both help tell an organization’s unique brand story in a way that is distinct, authentic and memorable. After all, a brand is nothing more than an ongoing story; a set of meaningful, emotional experiences, unfolding between the brand and its audiences. Just like stories, brands can be clear, engaging and inspiring or immodest, uninteresting and confusing. The inspiring ones light up social networks, passing virally from storyteller to storyteller. The others disappear. Where messaging and...

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Q: All of my competitors advertise in our industry trade journal. Should we?

Posted by on Jan 14, 2016 in Branding, from Q to A, Integrated Marcom Initiatives, Marketing | Comments Off on Q: All of my competitors advertise in our industry trade journal. Should we?

Q:  All of my competitors advertise in our industry trade journal. Should we?

A: Since the most fundamental objective for advertising is to call attention to your business, advertising just because your competitors are advertising is somewhat counterproductive and makes standing out a challenge. Advertising requires strategy and investment to be effective. Unfortunately keeping up with the competition is not a strategy. In advertising, the most effective frequency is the number of times a person must be exposed to an advertising message before a response is made and before exposure is considered wasteful. Opinions on that frequency vary greatly; industry experts say...

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Q: How can I help my business stand out in a crowded market?

Posted by on Nov 12, 2015 in Branding, from Q to A, Marketing | Comments Off on Q: How can I help my business stand out in a crowded market?

Q: How can I help my business stand out in a crowded market?

A: I do a lot of B2B marketing and communications work for technology companies, professional service providers, social enterprises and other innovators in their respective industries. When asked this question, or any question really, I draw from all of my experiences across all industries when responding. We can learn so much from each other as is the case here. I recently saw this very question answered in the Yoga Journal by another expert specializing in the business of yoga. Hopefully you’ll be able to draw some best practices from this article, as I did. Yoga is a big part of my life,...

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Q: What is an example of a good (or bad) brand?

Posted by on Oct 22, 2015 in Branding, from Q to A | Comments Off on Q: What is an example of a good (or bad) brand?

Q: What is an example of a good (or bad) brand?

A: I prefer to think of brands as healthy vs. unhealthy. A healthy brand is meaningful, focused, proactive and unchanging. An unhealthy brand is empty, ambiguous, reactive and inconsistent....

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Q: As a lawyer, how can I best differentiate my practice from my competitors?

Posted by on Oct 1, 2015 in Branding, Business Development, from Q to A, Integrated Marcom Initiatives | Comments Off on Q: As a lawyer, how can I best differentiate my practice from my competitors?

Q:  As a lawyer, how can I best differentiate my practice from my competitors?

A: This is a challenge for all professional service providers, both firms and individuals. You need to determine and consistently promote that about you which is unique, and valued by your target audience. Having worked with law firms and financial service providers, both in-house and as an advisor, I cannot tell you how many times I’ve heard something like, “We’re different because we offer the experience of a large firm at more affordable rates.” Or, “We are a full-service firm focused on delivering exceptional client service.” Is it true? Maybe. Compelling? No. The point is, rarely do I...

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