Building Genuine Connections: Turn Your Content Into a Conversation

“Dear sir, the holistic approach to your multilevel needs requires that we utilize new technological platforms.” Wait, what? Who in the world talks like that in real life? Pretty much, no one. So, why should your company’s communications be any different? Simple answer, they shouldn’t be. Amidst today’s barrage of content, we’re becoming pickier about…

Taking a Stand: Gillette And Socially Conscious Marketing

In today’s business world, the majority of consumers believe that businesses and CEOs should state their values and share their opinions. Within this environment, a growing number of companies are publicly embracing important social issues. Recently, Gillette made headlines with its “We Believe” ad. Despite the risk of alienating consumers, the razor company took a…

How Sharing Your Values Can Deepen Brand Messaging

“[Building relationships] is about really aligning with a sense of deeply held values and a sense that you’re willing to take risks for those values as a marker of authenticity.” — Patti Williams, Associate Professor of Marketing, Wharton School of the University of Pennsylvania   Your customer relationships depend on authentic, meaningful engagement. Beyond simply…

Yes — Your Terms and Conditions Are a Brand Experience

Oh, those dense terms and conditions. Companies need them. Customers should read them. And yet, legal teams are often the only ones prioritizing these essential communications when services and products come to market.  Why? Because the traditional way of categorizing terms and conditions isn’t as a brand asset — rather, a legal requirement. As a…

Unite Your Communications: Train Your Employees to Write on Brand

A huge part of your brand’s success relies on content consistency across channels. From marketing materials to interoffice emails, every time you communicate you have an opportunity to reinforce your company’s personality, mission, and values. But, do your employees know how to support your brand identity across content channels? If you suspect they’re struggling, you’re…

Focusing On Loss: A Case For Negative Framing

Across content and channels, how you frame your message matters. In most circumstances, you want your reader to have a favorable, affirming experience. When your writing helps them feel good, they’ll think constructively and take action. While positive framing is the norm in plain language and business communication, sometimes negative framing comes in handy. By…