Everything in Messaging

• Remember: You’re the Expert »

  May 16, 2013

  It’s our job to remind our clients how important we are to their success.

  Categories: Advertising, Audience Messages, Brand, Brand Positioning, Brand Strategy, Branding, communications, communications strategy, Design, Design Thinking, Experience Design, Graphic Design, Influence, Marketing, Messaging, Positioning, Strategy Tags: experts 0 Comments

• Eliminating the Do-Over Dance »

  April 30, 2013

  Admit it. There have been times when your design solution has missed the mark in the client’s eyes. It happens to talented designers all the time. But it shouldn’t. Successful design is about solving a problem. Period. If your design has missed the mark it’s because you didn’t understand the problem. It’s possible or likely

  Categories: Advertising, Audience Messages, Brand, Brand Identity, Brand Positioning, Brand Research, Brand Strategy, Branding, communications, communications strategy, Design, Design Thinking, Experience Design, Graphic Design, Influence, Marketing, Messaging, Positioning, Rebranding, Strategy, User Experience 0 Comments

• Mister, is that your real hair? »

  April 3, 2013

  I’m often amazed by the lack of questions adults are prepared to ask. When you hear kids – in school, at play, in public — questions pour out of them. Insightful, innocent, embarrassing, risky questions. “Mommy, why does that man smell so bad?” “Mr., how much did your cool car cost?” “Why does that switch

  Categories: Advertising, Audience Messages, Brand, Brand Identity, Brand Positioning, Brand Research, Brand Strategy, Branding, communications, communications strategy, Design, Design Thinking, Experience Design, Graphic Design, Influence, Marketing, Messaging, Positioning, Rebranding, Strategy 0 Comments

• Jennifer Lawrence. The real thing. »

  March 17, 2013

  One of the most memorable moments at this year’s Oscars was when Jennifer Lawrence, who won for “Silver Linings Playbook,” fell up the stairs on the way to her acceptance speech. During the subsequent standing ovation, she said, “You guys are only standing up because I fell and you feel bad. That was embarrassing!” This

  Categories: Audience Messages, Brand, Brand Identity, Brand Positioning, Brand Strategy, Branding, communications, communications strategy, Design, Design Thinking, Experience Design, Influence, Marketing, Messaging, Positioning, Rebranding Tags: academy awards, Anne Hathaway, authenticity, Jennifer Lawrence, Oscars, perfection 0 Comments

• Why Do You Need A Brand Strategist? »

  March 15, 2013

  Maybe you don’t — today. But there are sure signs that indicate when it makes sense to bring one in. Here’s a true example: A 90-year-old furniture retailer with an aging clientele saw revenues and traffic dwindling. They had all the right components for success — except customers. Two design firms recommended a new logo,

  Categories: Messaging 0 Comments

• Relationships & Brands: 5 Traits We look for in both. »

  March 14, 2013

  Our relationships with brands are not unlike those we look for in our partners or mates. Think about it. We are drawn to people who project a certain lifestyle. If you only eat organic, hate to shop, and spend your leisure time running marathons you may not seek fast-food-eating, shopaholic couch potatoes. We are also

  Categories: Brand, Brand Strategy, Design, Experience Design, Graphic Design, Influence, Marketing, Messaging Tags: AAA, balance, brand experience, fast food, lifestyle, marathons, mates, product design, relationships, trust 0 Comments

• Kicking Butt or Getting Your Butt Kicked? Got a Strategy? »

  February 25, 2013

  Instead of the usual ask and show and tell and quote, I took a step back and asked the president what he thought a new logo and website were going to do to solve his problem. When he didn’t have a clear answer we were able to discuss the real challenge at hand: Why should people care about his products? This conversation let him see that I was genuinely interested in helping him and not there to fill an order.

  Categories: Advertising, Audience Messages, Brand, Brand Identity, Brand Positioning, Brand Research, Brand Strategy, Branding, communications, communications strategy, Design, Design Thinking, Experience Design, Graphic Design, Influence, Marketing, Messaging, Positioning, Rebranding, Strategy 0 Comments

• Ouch! That Hurts. Brand Strategy Can Soothe the Pain. »

  January 29, 2013

    Sometimes the truth hurts. Like the time I had to tell a client that what was keeping their company from achieving their goals was an inferiority complex. It wasn’t my opinion. It was what the brand strategy process revealed. Here’s the story: Who: A large architectural firm celebrating 25 years in business decided the

  Categories: Advertising, Audience Messages, Brand, Brand Identity, Brand Positioning, Brand Research, Brand Strategy, Branding, communications, communications strategy, Design, Design Thinking, Graphic Design, Influence, Marketing, Messaging, Positioning, Rebranding, Strategy 0 Comments

• Catching Up on Some Brand Strategy Topics »

  December 27, 2012

  The holiday break is a great time for me to weed files, make lists and goals for the new year, and catch up on the articles and blogs I bookmarked and never got around to reading. Here are a few worth sharing. Happy New Year! Six Ways to Screw Up a Brand by Peter Leeds,

  Categories: Advertising, Audience Messages, Brand, Brand Identity, Brand Positioning, Brand Strategy, Branding, communications, communications strategy, Design, Design Thinking, Experience Design, Graphic Design, Influence, Marketing, Messaging, Positioning, Rebranding, Strategy, User Experience 0 Comments

• Clients Love White Space. Brand Strategy Helps You Find It. »

  December 21, 2012

  If you’d rather read this post than listen to me: Designers appreciate the importance of balancing white space — or negative space – with non-white (or positive) space. Too little, the page will be cluttered and typically difficult to read. Too much and the work will look incomplete. You know that the right amount of

  Categories: Advertising, Audience Messages, Brand, Brand Identity, Brand Positioning, Brand Research, Brand Strategy, Branding, communications, communications strategy, Design, Design Thinking, Experience Design, Graphic Design, Influence, Marketing, Messaging, Positioning, Rebranding, Strategy Tags: Apple, marketplace, negative space, positive space, white space 0 Comments