The most effective business writing is rooted in clarity. It stands out by blending in to the background, allowing the reader to focus on the ideas being conveyed instead of the grammar, wording and syntax. It’s effortless to consume and easy to understand. With one...

The most effective business writing is rooted in clarity. It stands out by blending in to the background, allowing the reader to focus on the ideas being conveyed instead of the grammar, wording and syntax. It’s effortless to consume and easy to understand. With one...

Technology is the prime-mover in today’s economy. And it’s not just traditional tech companies like Apple, Google and Facebook. Technology and technological innovation are driving major sectors such as energy, healthcare and financial.While the growth is welcome, it brings with it chaos, disruption and competition....

Product naming occupies an interesting space within the larger marketing mix. It can be driven by left or right brain thinking, it can be rooted in function or emotion, it can be anchored in relevance or irreverence. Form vs function, emotion vs description. For every...

A Different Kind of Approach for a Different Kind of AudienceMarketing that targets millennials can be a tricky proposition. There are plenty of stereotypes and an abundance of unflattering anecdotal evidence floating around to pull your message astray. But most of these tend to fall...

“Many a small thing has been made large by the right kind of advertising.” Mark Twain What Mr. Twain doesn’t reveal is what ‘the right kind of advertising’ is. Fortunately this isn’t a problem if you prefer to focus on what works rather than what’s right....

Two of the better known brands in America are suffering from an identity crisis. In the run-up to the quadrennial sales pageants known as the primaries, both the Republican and Democratic establishments are undergoing a period os soul searching. Too bad their consumers aren't.Oxymoronically called...