Tag: brand
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The great logo debate
Few things in the world of corporate brands evoke more passionate debate than a new logo. And few meetings are as painful for the creative team. “It’s hard to read. What font is that?” asks an executive, squinting at the screen upon which the agency have projected their latest iteration of the new company logo. […]
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The Moral of the Story
Unless you’ve been living under a rock, you can’t have missed the fact that storytelling is making headlines: Harness the power of storytelling! How to use story to improve customer buy-in! Top storytelling techniques to build your business! If you’re like me, you’ve wondered: why is it suddenly okay to tell stories? As […]
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Can communication restore lost faith?
After a two-week strike by pilots that left both passengers and crew on the tarmac, Air France KLM is fighting hard to regain lost ground. But in the long haul, it will take more than a letter of apology to win back customers I’ve been flying between France and Canada for over twenty years. We […]
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How to win the name game
In my former job working in communications for Merck’s biopharma division, I struggled daily with the company name. Here’s the thing: I did not work for Merck & Co. — aka the American Merck, the bigger of the two and the one that 99% of people assume you mean when they hear the name. My […]
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How to tell a compelling story
A story is the shortest distance between you and your audience. How can you make storytelling work for your business or brand? With the rise of social media, everyone with a smartphone has a picture to post, a point of view to blog about or a new link to share across the digital world. The […]
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Building a brand
You often hear the expression in French, “Le cordonnier est toujours le plus mal chaussé.” The English translation, while not often used, is “The cobbler’s children have no shoes.” Meaning that those who do something for a living often neglect their own needs. I decided not to be an example of this when starting my […]