If the brand is the message, content strategy is how it gets delivered: the sum total of the activities to enhance the written and spoken expression of a company’s brand. The term ‘content strategy’ is best known in its digital context: the structuring, development, and management of content for websites and digital applications. However, inContinue reading “Sending the Right Message”
Tag Archives: branding
The Linguistics of Branding
My day job (that takes a few nights as well) is helping companies connect to their customers through ‘verbal branding’: that is to say, positioning, messaging, corporate language, and brand voice. It’s somewhat unusual in that to many people, brands are visual constructs, consisting of logos, color schemes, visual vocabulary, and guidelines. However, that’s notContinue reading “The Linguistics of Branding”
Seven Branding Lessons from iOS 7
Now that the pixels have settled a bit on the iOS 7 release (which, despite some early detractors, is turning out to be one of the more successful releases in the company’s history), let’s look at what all this signifies about Apple as a brand, and what branding lessons we can take away from theContinue reading “Seven Branding Lessons from iOS 7”
Can China Create Brands?
New York Times columnist David Brooks recently wrote a piece on the role culture and society play in creating a context for great brands. To wit, it requires something quite different from heavy government investment, a cheap currency strategy, or a vast labor market: rather, great brands come forth from freethinking individuals who can pursueContinue reading “Can China Create Brands?”