Monthly Archives: May 2014

Important doesn’t mean relevant

Just because you have something important to say doesn’t make it relevant. Important has to do with the message. Relevant has to do with the person receiving the message. The listener/reader determines the relevance of the message, not you. To …

Make Employees Your First Customers

We’ve all heard “the brand is the experience.” If that’s true (which it is), marketers should be paying attention to how the brand is delivered (the behaviors) as well as the external expression. A brand articulation is a promise; when …