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	<title>Sheffield &#187; Marketing Insights</title>
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	<itunes:summary></itunes:summary>
	<itunes:author>Sheffield Sound Off</itunes:author>
	<itunes:explicit>clean</itunes:explicit>
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	<itunes:owner>
		<itunes:name>Sheffield Sound Off</itunes:name>
		<itunes:email>rfrappier@sheffieldcompany.com</itunes:email>
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	<managingEditor>rfrappier@sheffieldcompany.com (Sheffield Sound Off)</managingEditor>
	<copyright>The &quot;Sheffield Sound Off&quot; Podcast is a Copyright of Sheffield Marketing Partners</copyright>
	<itunes:subtitle></itunes:subtitle>
	<itunes:keywords>Business, Communications, Corporate Communications, Business Strategy, Storytelling, Sheffield Company, Sheffield Marketing Partners, Narrative Messaging, Content Marketing</itunes:keywords>
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		<title>Sheffield and Denison Explain the Importance of Culture and Strategic Narratives</title>
		<link>http://sheffieldcompany.com/2012/04/20/sheffield-and-denison-explain-the-importance-of-culture-and-strategic-narratives/</link>
		<comments>http://sheffieldcompany.com/2012/04/20/sheffield-and-denison-explain-the-importance-of-culture-and-strategic-narratives/#comments</comments>
		<pubDate>Fri, 20 Apr 2012 22:47:47 +0000</pubDate>
		<dc:creator>Joe Cleveland</dc:creator>
				<category><![CDATA[Marketing Insights]]></category>
		<category><![CDATA[News]]></category>
		<category><![CDATA[Culture]]></category>
		<category><![CDATA[Denison]]></category>
		<category><![CDATA[Grainger]]></category>
		<category><![CDATA[Sheffield]]></category>
		<category><![CDATA[Strategic Narrative]]></category>

		<guid isPermaLink="false">http://sheffieldcompany.com/?p=3697</guid>
		<description><![CDATA[W.W. Grainger’s Director of U.S. Strategic Planning, John Borta Talks About Working With Sheffield on Bringing His Company&#8217;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 [...]]]></description>
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		<title>Five Ways to Use Storytelling to Cut Through Clutter at Trade Shows</title>
		<link>http://sheffieldcompany.com/2012/03/15/five-ways-to-use-storytelling-to-cut-through-clutter-at-trade-shows/</link>
		<comments>http://sheffieldcompany.com/2012/03/15/five-ways-to-use-storytelling-to-cut-through-clutter-at-trade-shows/#comments</comments>
		<pubDate>Thu, 15 Mar 2012 15:07:49 +0000</pubDate>
		<dc:creator>John Severance</dc:creator>
				<category><![CDATA[Marketing Insights]]></category>
		<category><![CDATA[News]]></category>
		<category><![CDATA[Narrative Development]]></category>
		<category><![CDATA[Narrative Marketing]]></category>
		<category><![CDATA[Storytelling]]></category>
		<category><![CDATA[Trade Shows]]></category>

		<guid isPermaLink="false">http://sheffieldcompany.com/?p=3639</guid>
		<description><![CDATA[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&#8217;re also loud, busy and often identical from one show to the next. That&#8217;s why, if you&#8217;re presenting at a trade show, it&#8217;s important that you make your booth standout from the [...]]]></description>
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		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Five tips for a more compelling message</title>
		<link>http://sheffieldcompany.com/2011/05/20/five-tips-for-a-more-compelling-message/</link>
		<comments>http://sheffieldcompany.com/2011/05/20/five-tips-for-a-more-compelling-message/#comments</comments>
		<pubDate>Fri, 20 May 2011 18:20:03 +0000</pubDate>
		<dc:creator>Joe McCormack</dc:creator>
				<category><![CDATA[Message Development]]></category>

		<guid isPermaLink="false">http://sheffieldcompany.com/?p=3089</guid>
		<description><![CDATA[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 [...]]]></description>
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		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Sheffield Institute Releases New Industry Insiders Episodes</title>
		<link>http://sheffieldcompany.com/2011/01/05/sheffield-institute-releases-new-industry-insiders-episodes/</link>
		<comments>http://sheffieldcompany.com/2011/01/05/sheffield-institute-releases-new-industry-insiders-episodes/#comments</comments>
		<pubDate>Wed, 05 Jan 2011 20:22:59 +0000</pubDate>
		<dc:creator>admin</dc:creator>
				<category><![CDATA[Marketing Insights]]></category>

		<guid isPermaLink="false">http://sheffieldcompany.com/?p=2971</guid>
		<description><![CDATA[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 landscape.]]></description>
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		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>The New Sheffield Highlight Reel</title>
		<link>http://sheffieldcompany.com/2010/04/19/the-new-sheffield-highlight-reel/</link>
		<comments>http://sheffieldcompany.com/2010/04/19/the-new-sheffield-highlight-reel/#comments</comments>
		<pubDate>Mon, 19 Apr 2010 20:35:22 +0000</pubDate>
		<dc:creator>Matt Cornelison</dc:creator>
				<category><![CDATA[Marketing Insights]]></category>

		<guid isPermaLink="false">http://sheffieldcompany.com/?p=1860</guid>
		<description><![CDATA[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 [...]]]></description>
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		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>What is a corporate narrative?</title>
		<link>http://sheffieldcompany.com/2010/02/04/what-is-a-corporate-narrative/</link>
		<comments>http://sheffieldcompany.com/2010/02/04/what-is-a-corporate-narrative/#comments</comments>
		<pubDate>Thu, 04 Feb 2010 16:02:11 +0000</pubDate>
		<dc:creator>Joe McCormack</dc:creator>
				<category><![CDATA[Marketing Insights]]></category>
		<category><![CDATA[Message Development]]></category>
		<category><![CDATA[Corporate Narrative]]></category>
		<category><![CDATA[Narrative]]></category>
		<category><![CDATA[Narrative Credibility]]></category>
		<category><![CDATA[Politicans]]></category>
		<category><![CDATA[Politics]]></category>
		<category><![CDATA[Story]]></category>
		<category><![CDATA[Storytelling]]></category>

		<guid isPermaLink="false">http://sheffieldcompany.com/?p=709</guid>
		<description><![CDATA[It&#8217;s becoming more common nowadays to hear commentators refer to a political leader&#8217;s or candidate&#8217;s &#8220;narrative&#8221; 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 [...]]]></description>
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		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Brand guidelines are so formulaic</title>
		<link>http://sheffieldcompany.com/2010/01/26/brand-guidelines-are-so-formulaic/</link>
		<comments>http://sheffieldcompany.com/2010/01/26/brand-guidelines-are-so-formulaic/#comments</comments>
		<pubDate>Tue, 26 Jan 2010 16:06:01 +0000</pubDate>
		<dc:creator>Joe McCormack</dc:creator>
				<category><![CDATA[Marketing Insights]]></category>
		<category><![CDATA[Strategy & Branding]]></category>
		<category><![CDATA[Blog]]></category>
		<category><![CDATA[Brand]]></category>
		<category><![CDATA[Brand Refresh]]></category>
		<category><![CDATA[Guidelines]]></category>
		<category><![CDATA[Mark Boulton]]></category>
		<category><![CDATA[Message Consistency]]></category>
		<category><![CDATA[Story]]></category>
		<category><![CDATA[Tips]]></category>

		<guid isPermaLink="false">http://sheffieldcompany.com/?p=566</guid>
		<description><![CDATA[Creating or refreshing a brand is so much more than &#8220;look and feel&#8221;, 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 [...]]]></description>
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		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Why are most branding efforts hard for people to understand?</title>
		<link>http://sheffieldcompany.com/2010/01/22/why-does-most-branding-make-no-sense/</link>
		<comments>http://sheffieldcompany.com/2010/01/22/why-does-most-branding-make-no-sense/#comments</comments>
		<pubDate>Fri, 22 Jan 2010 14:40:28 +0000</pubDate>
		<dc:creator>Joe McCormack</dc:creator>
				<category><![CDATA[Marketing Insights]]></category>
		<category><![CDATA[Strategy & Branding]]></category>
		<category><![CDATA[Brand]]></category>
		<category><![CDATA[Brand Credibility]]></category>
		<category><![CDATA[Brand Essence]]></category>
		<category><![CDATA[Brand Pillars]]></category>
		<category><![CDATA[Brand Story]]></category>
		<category><![CDATA[Branding]]></category>

		<guid isPermaLink="false">http://sheffieldcompany.com/?p=554</guid>
		<description><![CDATA[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 [...]]]></description>
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		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Hybrid-Flash/video narrative sample</title>
		<link>http://sheffieldcompany.com/2010/01/06/hybrid-flashvideo-narrative-sample/</link>
		<comments>http://sheffieldcompany.com/2010/01/06/hybrid-flashvideo-narrative-sample/#comments</comments>
		<pubDate>Wed, 06 Jan 2010 21:42:05 +0000</pubDate>
		<dc:creator>Joe McCormack</dc:creator>
				<category><![CDATA[Marketing Insights]]></category>
		<category><![CDATA[Video Production]]></category>
		<category><![CDATA[Visual Narratives]]></category>
		<category><![CDATA[4 Disciplines of Execution]]></category>
		<category><![CDATA[Corporate Storytelling]]></category>
		<category><![CDATA[Flash]]></category>
		<category><![CDATA[Franklin Covey]]></category>

		<guid isPermaLink="false">http://sheffieldcompany.com/?p=544</guid>
		<description><![CDATA[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&#8217;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 [...]]]></description>
		<wfw:commentRss>http://sheffieldcompany.com/2010/01/06/hybrid-flashvideo-narrative-sample/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Brevity of message means getting to the point quickly</title>
		<link>http://sheffieldcompany.com/2010/01/06/brevity-of-message-means-getting-to-the-point/</link>
		<comments>http://sheffieldcompany.com/2010/01/06/brevity-of-message-means-getting-to-the-point/#comments</comments>
		<pubDate>Wed, 06 Jan 2010 21:17:33 +0000</pubDate>
		<dc:creator>Joe McCormack</dc:creator>
				<category><![CDATA[Marketing Insights]]></category>
		<category><![CDATA[Professional Development]]></category>
		<category><![CDATA[Internet]]></category>
		<category><![CDATA[Journalism]]></category>
		<category><![CDATA[Michael Kinsley]]></category>
		<category><![CDATA[Newspapers]]></category>
		<category><![CDATA[Reuters]]></category>
		<category><![CDATA[Robert MacMillan]]></category>
		<category><![CDATA[The Atlantic]]></category>
		<category><![CDATA[Wall Street Journal]]></category>
		<category><![CDATA[Writing]]></category>

		<guid isPermaLink="false">http://sheffieldcompany.com/?p=540</guid>
		<description><![CDATA[There&#8217;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.” [...]]]></description>
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		<slash:comments>0</slash:comments>
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