A clean, well-lit space showcasing KM’s drapery, upholstery and specialty fabrics. Vivid colors popping against white backgrounds. And tight, informative content with zero blah blah blah....
We do a lot of experiential branding work for Michelin and their Laurens Proving Ground (LPG). These projects usually focus on energizing workspaces — offices, classrooms and other work environments. This particular work environment is a 2007 Corvette Z06....
I read a lot of B2B marketing content, so I continue to wonder why people complicate their writing (and undermine their case) with the passive voice. It makes reading and comprehension more difficult....
If you know your subject, then speak your piece, but don’t think that avoiding contractions or plain speech makes you sound more professional or adds legitimacy to your argument. Anything that dulls the edge of your writing — avoiding contractions, passive sentence structure, 50-cent words — works against engagement because it makes it harder to read....
A client came to us recently with an interesting question. His CEO and board of directors had asked, “How do we achieve maximum brand value?”...
Recently, one of our clients asked for help to outline the process of finding a B2B shop (a friend had moved across the country and was tasked with finding a local firm). This friend was looking for advice from seasoned vets, and since I’ve been on both the client and agency side of the business, our client wanted some ideas to get his friend started....
I see client PowerPoints from time to time and they often have two primary characteristics: one, they’ve managed to squeeze more words, charts and images in a slide than I would have thought humanly possible (think college students of the 1950s squeezing into a Volkswagen) and two, they reprise a lot of the content contained in their websites and sales collateral. Big mistakes. Guy Kawasaki, a venture capitalist and entrepreneur, posted The 10/20/30 Rule of PowerPoint a few years ago… and if his rule isn’t as immutable as...
Bolder IS better — when nothing else is bold. Bright colors are better, when not everything is brightly colored. I don’t know how many times I’ve tried to communicate that, and until you see it, most people don’t understand it. The point of making something bold is to draw attention to it — to make something different. And if everything is bold … well, then basically nothing is bold....
We worked closely with Diligent’s management on brand development, creating a new brand, value proposition, messaging architecture and visual identity. Our development process included ongoing conversations with Diligent’s principals and extensive market research....
We worked closely with Diligent’s management on brand development, creating a new brand, value proposition, messaging architecture and visual identity. Our development process included ongoing conversations with Diligent’s principals and extensive market research....