Defining brand

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Brand is an overused and often misunderstood term. Everybody has one and every company is one. While this is true, a brand is not determined by the individual or organization – but by those that interact with them. A brand is the perception of how well an individual or organization keeps the promise it makes,Continue Reading

A Unified Theory of Strategic Integrated Communications

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For the past few years I’ve been working to develop a unifying theory that explained how each of the communications disciplines worked – both independently and as a single system.  My paper, published by Palgrave in their Encyclopedia of Interest Groups, Lobbying, and Public Affairs, introduces the theory, including an hierarchy, a taxonomy and scientificContinue Reading

Lean Communications Value Proposition Integration

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As part of work to integrate communications into the core function of business, we have attempted to map Strategyzer’s Value Proposition Canvas using elements from the Lean Communications Table of Strategic Elements. A validated value proposition is required for marketing (rather than simply marketing communications) in order that a compelling call-to-action can be developed. ByContinue Reading

An Integrated Lean Agile Communications Workflow

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An Integrated Lean Agile Workflow for Strategic Communications The biggest challenge facing communications strategists is integrating core disciplines to strategic business goals. The Lean Communications Methodology™ has been built to enable communications practitioners to use the best business tools as part of their strategy development, testing and implementation activities. Integrating business and product strategy methodsContinue 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