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	<title>Sheffield</title>
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		<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>jmccormack</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 a [...]]]></description>
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		<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>jmccormack</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>
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		<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>jmccormack</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>
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		<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>jmccormack</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>
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		<slash:comments>0</slash:comments>
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		<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>jmccormack</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.”
Robert [...]]]></description>
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		<title>Sheffield Launches Offering to Help Create Strategic Narratives</title>
		<link>http://sheffieldcompany.com/2009/11/03/sheffield-launches-strategic-narrative-offering/</link>
		<comments>http://sheffieldcompany.com/2009/11/03/sheffield-launches-strategic-narrative-offering/#comments</comments>
		<pubDate>Tue, 03 Nov 2009 22:57:21 +0000</pubDate>
		<dc:creator>jmccormack</dc:creator>
				<category><![CDATA[Message Development]]></category>
		<category><![CDATA[Narrative Mapping]]></category>
		<category><![CDATA[News]]></category>
		<category><![CDATA[Professional Development]]></category>
		<category><![CDATA[Development]]></category>
		<category><![CDATA[Joe McCormack]]></category>
		<category><![CDATA[Sheffield]]></category>
		<category><![CDATA[Sheffield Marketing Partners]]></category>
		<category><![CDATA[Strategic Narratives]]></category>

		<guid isPermaLink="false">http://sheffieldcompany.com/?p=505</guid>
		<description><![CDATA[Sheffield Launches Strategic Narrative Mapping to help organizations quickly define the relevant elements of its strategies within the context of a simple storyline that stakeholders can readily grasp.]]></description>
		<wfw:commentRss>http://sheffieldcompany.com/2009/11/03/sheffield-launches-strategic-narrative-offering/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Google struggles with an elevator pitch for Wave, its next killer application</title>
		<link>http://sheffieldcompany.com/2009/10/28/google-struggles-with-an-elevator-pitch-for-wave/</link>
		<comments>http://sheffieldcompany.com/2009/10/28/google-struggles-with-an-elevator-pitch-for-wave/#comments</comments>
		<pubDate>Wed, 28 Oct 2009 16:06:12 +0000</pubDate>
		<dc:creator>jmccormack</dc:creator>
				<category><![CDATA[Marketing Insights]]></category>
		<category><![CDATA[Strategy & Branding]]></category>
		<category><![CDATA[Technology]]></category>
		<category><![CDATA[Applications]]></category>
		<category><![CDATA[CNN]]></category>
		<category><![CDATA[Google]]></category>
		<category><![CDATA[Google Wave]]></category>
		<category><![CDATA[Journalism]]></category>

		<guid isPermaLink="false">http://sheffieldcompany.com/?p=481</guid>
		<description><![CDATA[
When Google boldly proclaims that its latest innovation &#8220;will kill e-mail and forever change online communication&#8221; yet they struggle to explain what it does, you have to wonder. Maybe it will be the next &#8220;killer app&#8221; but I find it amazing how even journalists cannot make sense of it. Check out the CNN video here: [...]]]></description>
		<wfw:commentRss>http://sheffieldcompany.com/2009/10/28/google-struggles-with-an-elevator-pitch-for-wave/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Sheffield completes 130th short-form video</title>
		<link>http://sheffieldcompany.com/2009/10/07/sheffield-completes-130th-short-form-video/</link>
		<comments>http://sheffieldcompany.com/2009/10/07/sheffield-completes-130th-short-form-video/#comments</comments>
		<pubDate>Thu, 08 Oct 2009 02:14:40 +0000</pubDate>
		<dc:creator>admin</dc:creator>
				<category><![CDATA[Marketing Insights]]></category>
		<category><![CDATA[News]]></category>
		<category><![CDATA[Professional Development]]></category>
		<category><![CDATA[Video Production]]></category>
		<category><![CDATA[Visual Narratives]]></category>
		<category><![CDATA[Corporate Storytelling]]></category>
		<category><![CDATA[Joe McCormack]]></category>
		<category><![CDATA[Sheffield]]></category>
		<category><![CDATA[Sheffield Marketing Partners]]></category>
		<category><![CDATA[Visual Communications]]></category>
		<category><![CDATA[YouTube]]></category>

		<guid isPermaLink="false">http://sheffieldcompany.com/?p=370</guid>
		<description><![CDATA[Sheffield has completed more than 130 short-form videos. ]]></description>
		<wfw:commentRss>http://sheffieldcompany.com/2009/10/07/sheffield-completes-130th-short-form-video/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
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		<item>
		<title>Sheffield Marketing Partners Celebrates Three Years  Of Telling Great Stories</title>
		<link>http://sheffieldcompany.com/2009/10/03/sheffield-marketing-partners-celebrates-three-years-of-telling-great-stories/</link>
		<comments>http://sheffieldcompany.com/2009/10/03/sheffield-marketing-partners-celebrates-three-years-of-telling-great-stories/#comments</comments>
		<pubDate>Sat, 03 Oct 2009 18:20:18 +0000</pubDate>
		<dc:creator>jmccormack</dc:creator>
				<category><![CDATA[Marketing Insights]]></category>
		<category><![CDATA[Message Development]]></category>
		<category><![CDATA[Narrative Mapping]]></category>
		<category><![CDATA[News]]></category>
		<category><![CDATA[Harris Bank]]></category>
		<category><![CDATA[Heinz]]></category>
		<category><![CDATA[iDirect]]></category>
		<category><![CDATA[Joe McCormack]]></category>
		<category><![CDATA[John Severance]]></category>
		<category><![CDATA[Jones Lang LaSalle]]></category>
		<category><![CDATA[Media Production]]></category>
		<category><![CDATA[Metavante]]></category>
		<category><![CDATA[SAP]]></category>
		<category><![CDATA[Sheffield Institute]]></category>
		<category><![CDATA[Sheffield Marketing Partners]]></category>
		<category><![CDATA[Sheffield Scholars]]></category>
		<category><![CDATA[USG]]></category>

		<guid isPermaLink="false">http://sheffieldcompany.com/?p=346</guid>
		<description><![CDATA[Downers Grove, Ill., July 1, 2009—Sheffield Marketing Partners (Sheffield), a boutique agency that specializes in message and narrative development, is celebrating three years of growth today. Sheffield was founded by Chicago agency veterans Joseph McCormack and John Severance to help organizations stand out in the marketplace by crafting and telling a compelling story.]]></description>
		<wfw:commentRss>http://sheffieldcompany.com/2009/10/03/sheffield-marketing-partners-celebrates-three-years-of-telling-great-stories/feed/</wfw:commentRss>
		<slash:comments>1</slash:comments>
		</item>
		<item>
		<title>Is PowerPoint dead yet?</title>
		<link>http://sheffieldcompany.com/2009/08/12/is-powerpoint-dead-yet/</link>
		<comments>http://sheffieldcompany.com/2009/08/12/is-powerpoint-dead-yet/#comments</comments>
		<pubDate>Thu, 13 Aug 2009 02:55:17 +0000</pubDate>
		<dc:creator>cthornton</dc:creator>
				<category><![CDATA[Marketing Insights]]></category>
		<category><![CDATA[Professional Development]]></category>
		<category><![CDATA[Technology]]></category>
		<category><![CDATA[Charley Thornton]]></category>
		<category><![CDATA[Power Point]]></category>
		<category><![CDATA[PowerPoint]]></category>
		<category><![CDATA[PPT]]></category>
		<category><![CDATA[Presentation]]></category>
		<category><![CDATA[Wall Street Journal]]></category>

		<guid isPermaLink="false">http://sheffieldinstitute.com/?p=240</guid>
		<description><![CDATA[You don&#8217;t have to be in the world of marketing long before you hear someone take a shot at PowerPoint, branding it as an antiquated tool whose days are numbered. But this sentiment is tempered by the reality that more than 500 million people still use PowerPoint and no clear successor or alternative has presented [...]]]></description>
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		<slash:comments>2</slash:comments>
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