Sheffield and Denison Explain the Import...
W.W. Grainger’s Director of U.S. Strategic Planning, John Borta Talks About Working With Sheffield on Bringing His Company’s Strategic Vision to Life The Sheffield team was at The Union League Club in Chicago this morning for a networking event with Denison Consulting we sponsored called Why Culture Matters. The highlight of the event was a keynote on the relationship between...Five Ways to Use Storytelling to Cut Thr...
Cut through the Trade Show clutter with the power of storytelling Trade Shows are an essential part of most marketing strategies for large organizations. Unfortunately, they’re also loud, busy and often identical from one show to the next. That’s why, if you’re presenting at a trade show, it’s important that you make your booth standout from the rest. One of...Five tips for a more compelling message...
Posted by
Joe McCormack 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
Matt Cornelison 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?...
Posted by
Joe McCormack in
Marketing Insights, Message Development on
February 4, 2010 |
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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...
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Joe McCormack in
Marketing Insights, Strategy & Branding on
January 26, 2010 |
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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...
Posted by
Joe McCormack in
Marketing Insights, Strategy & Branding on
January 22, 2010 |
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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
Joe McCormack 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
Joe McCormack in
Marketing Insights, Professional Development on
January 6, 2010 |
No Comments
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...
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