Communicate to influence.

We do this work to influence opinions and behaviors. How do you help people see their benefit in buying your product or service?

You can’t make people do what they don’t want to do. Maybe they don’t want your product or service because it doesn’t do the job they’re looking to get done. Maybe it would do the job, but they don’t know that it will.

Integrated marketing communication stitches together your brand, your service, and the benefits you deliver. Your communication has been so woven into the customer experience that it has become part of the product and service you deliver.

Are your ads, brochures, website, reviews, store, and customer service reps working together to drive your business goals?

Filmmaker Peter Guber (Rainman, Batman, The Color¬†Purple) once used storytelling to win Fidel Castro’s support for filming in Havana Harbor. The official application form had been torpedoed, but El Presidente enthusiastically endorsed the project once he heard Guber tell of […]

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90 acres of trees are cut down each minute. A striking statement, but what does it mean to me? This video by Maya Lin (creator of the Vietnam Veterans Memorial) helped me grasp the enormity of the statistic. The haunting […]

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The facts are clear: You have to give 1,900 women mammograms before you save one life. Along the way are hundreds of false positives, needless worry and unnecessary procedures. The stories are more compelling: We all know someone whose breast […]

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