Flavorful messages on food packaging engage buyers
Food stories, ingredient descriptions and authenticity boost sales A great package design stands out on the shelf and compels a customer to reach for it. But when flavorful messages are added, the product often lands in the cart. Packaging, after all, is an essential point of choice. An appealing package... read more
Create the visual and verbal brand: 9
Brand Responsibly Manifesto: 9 A brand is made up of experiences–what people see, hear and read–whether online or offline. As communication channels continue to splinter and new choices emerge, managing brand consistency is even more challenging. Manage how your brand is seen, heard and read In a culture overwhelmed with... read more
Brand positioning is messaging and identity: 5
Brand Responsibly Manifesto: 5 Strategic definition describes current perceptions, audiences, and communication channels. It directs well-crafted messages and a bold identity to express the brand’s positioning. That positioning is recognized through messaging and identity. Positioning is the visual and verbal brand The concept of positioning was introduced in the... read more
Brand refresh: When audiences say “tell me more!”
Messaging that connects As the economy evolves, businesses are deciding how to improve how they’re perceived. You know the keys to marketing success are 1) know your target audiences and 2) a clear, focused message that leaves people saying “tell me more!” Often we’re so close to our own businesses... read more
Good branding = good communications
We live in an overwhelmed, time-starved society. Communications and websites are “glance and scan” and ideas are absorbed in sound bites. No one reads the detail, only the headlines. First impressions are the only impressions. In an environment where hundreds of communications are all battling for attention, all trying... read more
From your audience’s point of view
What’s your message? I had a conversation with a small business person the other day, who had proudly announced in graphics on the side of her car that she was part of the “XYZ performance team” at a real estate company. The name and logo of the real estate... read more
Messaging that’s inspired … Apple vs. Blackberry
Messaging makes the Brand No one will disagree that Steve Jobs is a brilliant communicator and marketer. It takes living a brand at the cellular level to create the kind of following … and the kind of business … that Apple commands and is. His focus on simplicity, clarity... read morePopular Articles
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