Five tips for a more compelling message...
Posted by
jmccormack in
Message Development on
May 20, 2011 |
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Everyone wants to have a better message. Here are five suggestions to make sure you have one:
Authenticity: Is my message genuine? If it’s not real, credible, defensible and something that people would actually say, it probably lacks authenticity and should be abandoned as corporate speak that wouldn’t interest anyone. A test: would I say it that way with my neighbor or someone at...
Sheffield Institute Releases New Industr...
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admin in
Marketing Insights on
January 5, 2011 |
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The Sheffield Institute has recently released two new Industry Insiders episodes.
Bart Zehren shares insights and advice on marketing research with prospective professionals.
Wendy Serafin, principle owner of Nifares Group, discusses how to be successful in a changing public relations...
The New Sheffield Highlight Reel...
Posted by
mcornelison in
Marketing Insights on
April 19, 2010 |
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The Sheffield Video Production team recently put together a little “sizzle reel” of our past and recent work. The purpose is to give you a glimpse into some of the stories we’ve told and the different channels we used to tell them. We wanted to show how you can take a company’s story and tell it in a variety of compelling ways depending on your audience. We worked with many...
What is a corporate narrative?...
It’s becoming more common nowadays to hear commentators refer to a political leader’s or candidate’s “narrative” message. This concept, however, is yet to take deep hold in the business world, though it soon will. A story, or narrative, in the general sense of the word is an explanation of events that can be recounted in detail through a series of...Brand guidelines are so formulaic...
Creating or refreshing a brand is so much more than “look and feel”, color schemes, typography or a logo. In doing some research on exemplary brand guidelines recently, I saw a small blog post that I liked that lamented the challenge of getting good guideline examples. I am not sure if he ever succeeded. There needs to be a blend of the message and story (it’s...Why are most branding efforts hard for p...
When an organization wants to go down the path of strengthening, refreshing, repositioning or redefining its brand, the process can typically be long, painful and fundamentally confusing. Brand essence, positioning, promises, attributes, architecture, pillars, value drivers. It is no surprise that the process can leave most executives scratching their heads. What does all of this mean?...Hybrid-Flash/video narrative sample...
Posted by
jmccormack in
Marketing Insights, Video Production, Visual Narratives on
January 6, 2010 |
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The art of visual storytelling requires not only creating an interesting narrative flow but also the right combination of imagery, movement, music and text to sustain someone’s attention for a short time. Visual narratives do that with few words and a lot of motion. I recently ran across an example that we would classify as a Hybrid - Flash/video narrative because it uses...
Brevity of message means getting to the ...
Posted by
jmccormack in
Marketing Insights, Professional Development on
January 6, 2010 |
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Keep the message sharp and to the point
There’s a nice piece in the WSJ that discusses how hard it is for papers and magazines to get to the point. Here it is with nice links included:
Michael Kinsley, writing in The Atlantic, takes some 1,800 words to argue that newspaper stories are too long, and that Internet stories “get to the point.”
Robert MacMillan, writing for...
Sheffield Launches Offering to Create St...
Posted by
jmccormack in
Message Development, Narrative Mapping, News, Professional Development on
November 3, 2009 |
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As organizations are pressed to create winning strategies and gain widespread consensus quickly, Sheffield Marketing Partners has developed Strategic Narrative Mapping as a standalone offering to assist in the planning process. The service is based on the core Narrative Mapping process, yet focuses on identifying key elements of an organization’s go-to-market strategy that are...
Google struggles with an elevator pitch ...
Posted by
jmccormack in
Marketing Insights, Strategy & Branding, Technology on
October 28, 2009 |
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When Google boldly proclaims that its latest innovation “will kill e-mail and forever change online communication” yet they struggle to explain what it does, you have to wonder. Maybe it will be the next “killer app” but I find it amazing how even journalists cannot make sense of it. Check out the CNN video here: Google Wave and a sketchy elevator...
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