Insights
Notes on how brands are read.
Short pieces on how audiences read what organisations say, and what to do about it.
- Every message is finished by the person who reads itOn the distance between what an organisation says and what its audience hears, and why the most experienced communicators fall into it.
- Brand messaging starts on the reader’s side of the pageMost brand messages are written from the inside and fail in the reading. How to build messages your audience understands and repeats.
- A brand is what your audience reads into itA brand lives in your audience’s mind, which is why brand strategy has to start there. A working definition and two questions to ask before any rebrand.
- The channel is part of the messageChoosing channels changes what your audience reads, not only how many people see it. How to plan channels from the message outwards.
- Every company is now a media companyYour website, feeds and newsletters make you a publisher, whether you planned it or not. What that changes for brand and reputation.