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...

Inside Message Mapping and Fluency...

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