Blog

Creating Meaningful Messages

Meaningful Messages are Memorable Messages

We’re big fans of “Marketplace” on NPR. One reason we like the show so much is because its host, Kai Ryssdal, is an incredibly natural and entertaining communicator. In the middle of each program, Kai takes a moment to quickly rattle off a bunch of numbers about what’s been happening in the stock market. He provides these numbers with cute analogies, but without much commentary. We wonder how many of his listeners understand the meaning of these numbers, or care about them.READ MORE

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Collaboration Drives Breakthrough Brand Strategy

Brand breakthroughs, like all breakthroughs, require collaboration. In our work with leading researchers at Caltech, UC Berkeley, UC San Francisco and Rockefeller University, it is clear that examining today’s most important issues require not just brilliant people, but people who have the skills for working productively with others. The same collaboration principles hold true for breakthrough brand strategy in organizations. READ MORE

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Appreciating Jack Trout

Jack Trout, and his partner, Al Ries, developed the seminal concept of Positioning, the most influential big idea in identity and branding in a generation. The books they have written explaining the existential importance of positioning have had major impact on the identity, branding and marketing industry – and on me personally during my 40- year career as Vice Chairman of Landor and Chairman of Marshall Strategy. Their positioning explanations, guidelines and insights are as important today, maybe more important in these disruptive times, than they were when first introduced. Although the industry today has been swept up by concepts of user experience, customer engagement, content creation, artificial intelligence and big data, we must not abandon the fundamentally important need for effective positioning.

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