Developing Brand

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Brand is an overused and often misunderstood concept. A brand is the sum of an organization’s core values as seen by the people that experience it.  It requires a set of core values, established by the organization and communicated as a brand promise. A brand promise is a commitment to live and breathe its coreContinue Reading

A Strategic Blueprint For Integrated Strategic Communications

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    Public relations and marketing fundamentals are well-defined. Each discipline has an academically-accepted system; whether Grunig & Hunt’s models of public relations, Culliton and Borden’s Marketing Mix, McCarthy’s 4Ps made famous by Kotler, or Bernays systems for propaganda (later renamed public relations). What has not been done is to develop a single system thatContinue Reading

Measuring What Matters – the key elements of measuring public relations & marketing

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Measurement Stack Measuring the effectiveness of a communications strategy requires the outcomes of each discipline to be quantified in terms of progress and ultimate impact. The success of a communications strategy relies on a specific data point and impact is a compound measurement of multiple metrics. The ultimate aim of public relations is actionable relationshipsContinue Reading

From Business Model Innovation To Go-To-Marketing

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  Re-thinking Corporate Communications Departments One of the biggest challenges for organizations is breaking down the silos between communications and other business functions. Within communications, there is also the challenge of identifying the role each discipline plays and the remit of each in relation to the others. The Lean Communications Periodic Table™, Framework™ and Methodology™Continue Reading