The danger of not evolving your brand

Last fall I was hired to help jump-start marketing efforts for a service organization.
Let’s call it Acme Inc.
The goal: to get new business by reaching out more effectively to the business community.
In short, here’s what I did:
I studied their target audience.
I studied their product.
I studied their customer touch points.
(BTW, I was surprised how complicated and impenetrable their customer touch points were.)

One of my first goals was to simplify their brand’s language.
SIMPLIFICATION is one of my specialities.
Simple is smart. Simple is honest. Simple is engaging.
(Simplicity is not about dumbing-down or giving people a lesser experience.)

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