May Day musing: is it just a coincidence that some of the best literal examples of consistent branding in history come from authoritarian states? Logos, ‘taglines’, key messages, color palettes: name a classic component of brand management, and the worst of the 20th-century dictatorships were on top of it, with clear, consistent, and differentiated communications.
Category Archives: Content Strategy
Why B2B Needs Content
It’s clear why business-to-consumer companies are frequently also ‘content’ companies. Telling a meaningful story about a product or service requires a narrative everyone can follow and engage with. Does a software or technology firm need to do this? Don’t they just need to showcase the technology and let their readers put it together themselves? AndContinue reading “Why B2B Needs Content”
Of Peanuts and Personas
Does our understanding of brand and user personas derive, at least partly, from the classic personality archetypes we read about as kids? Even the names you see in a typical customer segmentation, such as “Sally Social Media” and the like, suggest a possible source: Peanuts characters.
Is AutoCorrect Destroying the English Language?
You’ve seen them. Typos and strange words in the New York Times, in the Wall Street Journal, and Politico. These are all publications that should know better. Yet nonetheless, sprouting like weeds, they’re there. Sentences that have an odd ring, Word choices that don’t fit. What’s going on here?
Context Is the Query: Rethinking Content and Search
By combining search and browsing history with geographic and other spatial information, mobile devices have greatly accelerated the ability of our favorite applications and websites to predict, suggest, and refine responses to a query–or respond even when no overt query has been made. In other words, context itself has become the new query.