How to conduct a 360 stakeholder audit? -1

What is the fundamental difference between advertising and branding? While they might be amply distinct, I believe the key difference between the two is who they target. The primary -actually sole- focus of advertising is customers, which is understandable. On the other hand, branding practitioners need to have a wider concentration. They work with “key stakeholders” of an organization. Why? Because a company’s…

How to increase the effectiveness of your communications -2

Previously, we summarized the three important aspects of communication as Who says what to whom? Today we are going to concentrate on the second aspect: “what.” What you say? There are several ways to improve the effectiveness of your what you say. Here they are:

What can you learn from Genius Bar?

Apple’s Genius Bar is a home run. You already know this. However, have you ever thought why the Genius Bar became so successful? If you did, then have you considered how can your brand adopt the same idea? If  one of your answers is “no”, then this post could help you.

How to increase the effectiveness of your communications? -1

My clients often ask me how to improve the effectiveness of their communication. While I am not aware of a magic formula, I know some tips that can help you improve yours. I will share with you some of the ideas I borrowed from Social Psychology. If you want to learn more, I recommend you…

How to write a mission statement?

What is one thing that all companies have but nobody uses? That’s right, a mission statement. The reason why nobody uses them is because most of them are written very badly. Today, I am going to tackle the world’s mission statement problem.