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	<itunes:author>Sheffield Sound Off</itunes:author>
	<itunes:explicit>clean</itunes:explicit>
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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>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>
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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>Online video: a comprehensive roundup</title>
		<link>http://sheffieldcompany.com/2009/01/19/online-video-a-comprehensive-roundup/</link>
		<comments>http://sheffieldcompany.com/2009/01/19/online-video-a-comprehensive-roundup/#comments</comments>
		<pubDate>Mon, 19 Jan 2009 22:26:55 +0000</pubDate>
		<dc:creator>Joe Cleveland</dc:creator>
				<category><![CDATA[Social Media & Public Relations]]></category>
		<category><![CDATA[Technology]]></category>
		<category><![CDATA[Video Production]]></category>
		<category><![CDATA[Guidelines]]></category>
		<category><![CDATA[Mashable.com]]></category>
		<category><![CDATA[Online Video]]></category>
		<category><![CDATA[Tips]]></category>
		<category><![CDATA[Video]]></category>
		<category><![CDATA[Video Hosting]]></category>
		<category><![CDATA[Video Sharing]]></category>
		<category><![CDATA[Video Tools]]></category>
		<category><![CDATA[Web video]]></category>

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		<description><![CDATA[As a result of the current explosion of online video content, there are countless Web sites devoted to creating, hosting, sharing and promoting online video. In fact, there are so many that it can be difficult to know which ones are really worthwhile. Thankfully, Mashable.com&#8217;s Video Toolbox provides a comprehesive review of more than 150 [...]]]></description>
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		<title>Media 101 &#8211; 5 quick tips to getting a great story</title>
		<link>http://sheffieldcompany.com/2008/07/08/media-101-5-quick-tips-to-getting-a-great-story/</link>
		<comments>http://sheffieldcompany.com/2008/07/08/media-101-5-quick-tips-to-getting-a-great-story/#comments</comments>
		<pubDate>Tue, 08 Jul 2008 22:41:29 +0000</pubDate>
		<dc:creator>Joe McCormack</dc:creator>
				<category><![CDATA[Marketing Insights]]></category>
		<category><![CDATA[Guidelines]]></category>
		<category><![CDATA[Journalism]]></category>
		<category><![CDATA[Media 101]]></category>
		<category><![CDATA[Media Interview Tips]]></category>
		<category><![CDATA[Media Strategies]]></category>
		<category><![CDATA[PR basics]]></category>
		<category><![CDATA[Preparing for an Interview]]></category>
		<category><![CDATA[Thinking Like a Reporter]]></category>
		<category><![CDATA[Tips]]></category>
		<category><![CDATA[Top 5]]></category>
		<category><![CDATA[Tricks]]></category>

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		<description><![CDATA[Know the reporter and the story angle &#8211; It&#8217;s critical to know who the reporter is and the exact subject of the interview. Go online to read any recent stories the reporter has written, find a bio and don&#8217;t be afraid to ask the nature of the story. Prepare your messages &#8211; Write down your key [...]]]></description>
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		<title>Five keys to succeed with online video</title>
		<link>http://sheffieldcompany.com/2008/05/23/five-keys-to-succeed-with-online-video/</link>
		<comments>http://sheffieldcompany.com/2008/05/23/five-keys-to-succeed-with-online-video/#comments</comments>
		<pubDate>Sat, 24 May 2008 01:21:53 +0000</pubDate>
		<dc:creator>Joe McCormack</dc:creator>
				<category><![CDATA[Marketing Insights]]></category>
		<category><![CDATA[Guidelines]]></category>
		<category><![CDATA[Joe McCormack]]></category>
		<category><![CDATA[Online Video Tips]]></category>
		<category><![CDATA[Sheffield Marketing Partners]]></category>
		<category><![CDATA[Tips]]></category>
		<category><![CDATA[Top 5]]></category>
		<category><![CDATA[Tricks]]></category>
		<category><![CDATA[TubeMogul]]></category>
		<category><![CDATA[YouTube tips]]></category>

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		<description><![CDATA[Make a point and keep it brief &#8211; short-form video is what people watch online; keep your segments to less than three minutes, ideally 60 seconds Provide visual variety &#8211; watching a talking head for the entire time is cumbersome; spice up a video with different shot angles, an animation, stock b-roll and some mild [...]]]></description>
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		<title>Key to Marketing in an &#8220;ADD Age&#8221;</title>
		<link>http://sheffieldcompany.com/2007/12/05/key-to-marketing-in-an-add-age/</link>
		<comments>http://sheffieldcompany.com/2007/12/05/key-to-marketing-in-an-add-age/#comments</comments>
		<pubDate>Thu, 06 Dec 2007 01:36:15 +0000</pubDate>
		<dc:creator>Joe McCormack</dc:creator>
				<category><![CDATA[Marketing Insights]]></category>
		<category><![CDATA[Message Development]]></category>
		<category><![CDATA[Attention Span]]></category>
		<category><![CDATA[Brevity]]></category>
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		<description><![CDATA[Be brief.]]></description>
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