Every industry uses acronyms, but if I had a magic marketing wand I would use it to ban them from marketing communications and naming all together. The goal of audience-centered communications is to connect but acronyms do the opposite. Sound [...]
The audience’s engagement process goes through four distinct phases, and understanding each is key to communicating your message. Phase One: The Unaware Prospect Without an effective, mission-driven, marketing communications strategy the potential target audience remain unaware of the purpose, aim, [...]
Last year researchers from Harvard’s Hauser Center for Nonprofit Organizations published a study on the role of branding in the nonprofit sector. Their conclusions underscore my industry experience: nonprofit leaders are often skeptical about the importance of branding—and they miss [...]
Naming an organization is a challenging and crucial task The key to creating a powerful name is knowing that it actually has two parts: the name itself and the descriptor. Sticking to this two-part system is key to good naming [...]
Mission-driven organizations are unique in the very spirit of what they do. Whether it’s a shoe business that also donates footwear to children, or a coffee company that makes fair trade a core priority, mission-driven organizations never forget the heart [...]
It’s become clear that marketing communication has changed, but many organizations haven’t changed their thinking about funding and how to achieve their missions—and that’s a mistake. “Marketing “may be the activity, but the word “communication” is more common in the [...]
In 2010 I watched a TEDxHouston talk by the researcher Brené Brown that revolutionized my life. I’m not alone. It is one of the most watched talks on the TED website—10 million views and counting—and it’s all about the power [...]
Publishing content regularly, generating interaction, and keeping an eye on your number of tweets per day — are just a few proven tips for Twitter.
Publishing content regularly, generating interaction, and keeping an eye on your number of tweets per day — are just a few proven tips for Facebook.
There is a big disconnect in our busy world regarding what it takes to get to a breakthrough idea. The creative process is just that—a process. A few one-hour meetings will not get you there, and it’s likely that you [...]