Without this, you are doomed to FAIL.

Without this, you are doomed to FAIL.

Without this, your social media strategy is doomed to fail. and it doesn’t matter how many followers you have, or what time of day you post. You. Will. Fail.

Without this, your digital campaign will fall flat. It doesn’t matter if you have the best u/x and most mobile-friendly website in the known world. You. Will. Fail.

Without this, your branding campaign will spend a lot of dollars without changing consumer perception. It doesn’t matter how many upvotes your new logo gets from designers, or what your color palette communicates. You. Will. Fail.

With a brand message that acknowledges consumer insight and directly addresses consumer pain and customer gain, however you can succeed.

With messaging that links directly and consistently to your brand pillars and effectively articulates your Value Proposition, you can succeed.

With copy that tells people what they need to know rather than just what you want to tell them, you WILL succeed.

Of course you ALSO need the smart social media strategy, the great landing page, the powerful logo and a dozen other things, too. But without the right message at its core, those great assets are just pretty, expensive deck chairs …

Case Studies

Bringing Together 2 Iconic Brands

Bringing Together 2 Iconic Brands

When Capital One acquired ING Direct (INGD), the opportunity was great … and so was the obligation. ING Direct was not a typical business, nor was it a typical brand. The brand’s success was the result of intentionally differentiating itself as much as possible from the way other financial institutions presented themselves. And, as relatively…+

Case Study: 35% Response Rate

Case Study: 35% Response Rate

How do you get a 35% response rate on direct mail? (How about 40%?) I was showing some of my past work to a prospective client the other day, and I happened to pull out a dimensional mailing we did years ago for Nordstrom … the one that got nearly 40% response when it was…+

More from the Blog

We need to talk about those people in the Chevy ads …

We need to talk about those people in the Chevy ads …

If you’re anything like me, you’ve spent the past year or so watching those Chevrolet ads and wondering “What’s the deal with these people?” I mean, do people really get THAT excited over market research?  Unless they are, you know, given a little encouragement? I hate to say it, but it almost makes me wonder if…+

What goes into a good Creative Brief.

What goes into a good Creative Brief.

I think that if Creative and Strategy didn’t have the Creative Brief to argue about, someone would have to invent it. Everywhere I’ve ever been – and I’ve been on the agency side and the client side, in traditional agencies and in-house creative groups — the discussion pretty much goes the same: “If only we…+

Cowardly …

Cowardly …

If you live in the South, you may be familiar with the Food Lion supermarket chain. Food Lion is the kind of supermarket you go to because … well, because it’s the closest, I guess? Well, as many re-marketers do from time to time, seems the folks at Food Lion decided they needed a brand…+