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friction
BRAND CONSULTING
Messaging, Taglines and Marketing Communications
Absolut Vodka | Brand Story
Brand story development for super-premium vodka concept.
Girl Scouts of the USA | Tagline
Tagline development for the organization’s rebranding and 50th Annual National Council Session.
IDS Real Estate Group | Copy Writing
Print collateral and website copy for the diversified real estate company.
Absolut Vodka | Brand Story
Brand story development for super-premium vodka concept.
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Words that draw
Whatever the marketing channel, to resonate with intended constituencies it's essential that the message and the medium be reciprocally scaled.
In brand communications, the medium informs and structures the message. To perform optimally, both content and its means of delivery require equal consideration — once aligned, specific audience needs are more precisely targeted. Otherwise there’d be no difference between a corporate tagline and an advertising slogan, or copy for a brochure versus a website.
Emanating from its positioning and underpinned by value propositions, a brand’s messaging system cascades through all marketing communications and consumer touch-points. The language used to shepherd meaning addresses; identity (who you are), function (what you do) and rationale (why it matters) as well as crucially determining the definitive style and tone of a brand’s expression.
With courage, honesty, and clarity, it’s possible to engender emotional resonance, authenticity and trust — the tipping-points in a consumer's decision-making process and the critical adhesive for internal corporate culture.
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