No matter the business or organization – a law firm, a labor union, a trade association, even a manufacturer – the marketing of products, services or concepts is all about relationship building.
The objective is establishing trust that the interaction will provide value. We lay the foundation for that relationship by branding – communicating in a short hand way that creates a top-of-mind connection between the audience and what your business or organization is all about.
The start of a new year provides the opportunity for a clean slate and moving forward on your resolutions. It’s also reality-check time.
A lot of businesses and organizations talk about change but many don’t really want to deal with it. In other cases, the best of intentions give way to daily demands and brushfires.
A common mistake in business communication is being more concerned with expressing what you want to say rather than what your audience cares about and needs to know.
We live in a complex media world today where it’s possible to share valuable information from one to many in a split second and to make vast amounts of fact, figures, testimonials and other data easily accessible.
There are no shortcuts to effective marketing.
The concept of integrated marketing communication prevalent today is simple in theory, more complicated to achieve in actual practice.