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	<title>Sheffield &#187; Story</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>
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		<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>
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		<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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		<title>Brand guidelines are so formulaic</title>
		<link>http://sheffieldcompany.com/2010/01/26/brand-guidelines-are-so-formulaic/</link>
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		<pubDate>Tue, 26 Jan 2010 16:06:01 +0000</pubDate>
		<dc:creator>jmccormack</dc:creator>
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		<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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		<title>Inside Message Mapping and Fluency</title>
		<link>http://sheffieldcompany.com/2009/02/12/inside-message-mapping-and-fluency/</link>
		<comments>http://sheffieldcompany.com/2009/02/12/inside-message-mapping-and-fluency/#comments</comments>
		<pubDate>Fri, 13 Feb 2009 00:32:57 +0000</pubDate>
		<dc:creator>jmccormack</dc:creator>
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