Your company may be a powerhouse of innovation, but getting that story told effectively requires a sound plan. Here’s a four-part, questions-based strategy for shaping and telling your company’s story in effective ways.
Of all the companies and brands we know, our perception of them can often be boiled down to a single word. Are we engaged? Committed? Indifferent? Perplexed? Outraged? Try this quick exercise. In a word, how do you feel about: Apple? Wal-Mart? McDonalds? McKinsey? Exxon? Your local hospital? Your bank? Your credit card company? It’s…
Earlier in my career, when meeting prospective clients, our initial conversations focused heavily on determining communications goals – which at the time seemed an appropriate place to start. After all, the company was looking for a qualified communications partner. So naturally we’d talk about things like where and how to generate more awareness for their…
It goes without saying that business success heavily relies on corporate reputation. And these days, corporate reputation is often dictated by what leaders say about key issues that might have little to do with the actual products or services their companies sell. Today, customers, clients and stakeholders are looking beyond brand positioning. They’re looking at…
Thought leadership starts with a big idea, but it centers on action – yours and that of your key audiences. It requires you to solve problems, embody your message in everything you say and do, and communicate your value through multiple channels with clarity, conviction and consistency. Only then can the power and value of…
