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…+

AdWatch: Apple, Maya Angelou and The Human Family

AdWatch: Apple, Maya Angelou and The Human Family

What do you say when you are a global brand? What do you say when your products are practically ubiquitous … shorthand for an entire class of technology? What do you’ve when your champions and critics have said nearly everything that could be said? You let a poet speak. You let a poet speak not…+

More from the Blog

McDonalds and KFC. A tale of two fast fooders.

McDonalds and KFC. A tale of two fast fooders.

Recently my attention landed on a couple of spots for two of America’s greatest exports: McDonalds and KFC. These two creative executions come from two different worlds, and are about as distinct as any two commercials you might imagine. So, the inevitable question is … Who did it better? One of these spots works well…+

Do You Know Me?

Do You Know Me?

Hi there. I’m the consumer. (Actually, I think I prefer The Consumer.) Remember me? I’m the one onto which all your marketing attention should be focused. But I think maybe, just maybe, you spend a lot of your time thinking about things like Channel Strategy, and Content Optimization, and Shopper Marketing Fundamentals. And that means…+