A communications strategy is essential to persuasive, relevant comms. This is a step by step guide to creating a punchy, sharp comms strategy.
How one organization rebranded, changed its name, and achieved greater clarity
Rebranding can be a long, fraught process. This is how one organization rebranded, what they managed to achieve, and what they learned.
What’s the difference between branding and marketing?
What can we learn from Apple Nike, and Virgin? We can see the difference between branding and marketing, and why we need both.
Message grid: Political Message Quadrant
The Political Message Quadrant helps campaigns define the candidate, define the opponent, and create and messages that tell a story.
Message grid: Claim, Fact, Example
The Claim, Fact, Example format makes it easy to organize key messages under values. But it may result in long messages and prompt rational argument.
Three things Democrats must do to win
It was another bruising election cycle for Democrats. There are three things Democrats must fix before 2016 or it will be more of the same.
Why you probably don’t have a narrative
Campaigns and organizations that rely on messages in place of narrative risk saying nothing. Messages deliver narrative, but they are not the same.
Three notes you must hit when making a political TV ad
Can you guess which of these political ads works? The major political parties are off and running in New Zealand’s federal election.
Don’t be like World Vision — know your values
When an organization’s values are only words, problems arise. World Vision is learning this. By caving in to donors it has an image to repair.
Words that Work by Frank Luntz
Frank Luntz’s Words that Work is a valuable part of the toolkit for communicators. It’s full of great lessons in creating language that works.