Strategic Brand Consultancy
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: Emotional messages are more powerful than logical ones. Especially messages …
Continue reading "How to increase the effectiveness of your communications -2"
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.For those who is not …
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 …
Continue reading "How to increase the effectiveness of your communications? -1"
Here is a universally accepted definition: a brand as a promise. However, for a marketer to focus solely on the promise is not enough. Here is why… We previously talked about how obsessed Millennials are with making a real difference. Fortunately for the world, and unfortunately for brand managers who got caught off guard, this is a new …
What is one thing that all companies have but nobody uses? That’s right, a mission statement. The reason why nobody uses them is that most of them are written very badly. Today, we are going to tackle the world's mission statement problem. First, let’s start with the definition of a mission statement. No company is …
According to Wikipedia, Canadian Millennials are those who were born as of 1976 up to 1999, inclusively. They are also known as Generation Y or Echo Boomers. They have a characteristic set of values that makes them significantly different from earlier generations. Or so you thought... As much as we think Gen Y have a …
Have you ever wanted to explain your brand strategy in a way that it would really resonate with different customer groups? Or provide much-needed information and encourage cooperative behaviours of your employees? Or communicate well-constructed, informative, and reassuring messages to your investors? If you answered “yes” to any of these questions, then your company could …
Do you want to create brand messaging in a way that it would resonate with your customers? Or inform and encourage cooperative behaviours among your employees? Or communicate well-constructed, informative, and reassuring messages to your investors? Then you could benefit from having a messaging matrix. What is a messaging matrix? A messaging matrix is a …
Having involved in many verbal identity projects, I must admit, naming is a deceptively difficult task. Most people (even some branding professionals) might think that naming a product or a company should be as easy as naming a pet or a child. Unfortunately, that is far from the truth. Why? Finding a strategically good name …
Previously, we talked about the importance of simplifying your offers. Today, I will give you a couple of actionable tips that are going to impact your bottom line. I would like to refer to Dan Ariely's work. He is a Professor of Behavioral Economics at Duke University. He is also the author of “Predictably Irrational”, …
