You’d think humor would be the last thing on CMO minds right now. After all, being a CMO in 2023 is no joke. I know because I Googled it. A quick search turned up more than 7 million results dedicated to the plight of modern marketers. I didn’t read all 7 million, but I read a lot of them. It turns out that today’s C-suite marketers are up against pretty much everything. Global economic uncertainty. … [Continue reading]
Marketing Message
Friday Finds: Quick takes on hardworking messages found in the wild
Friday Find #37: Sticky messaging in a jam jar We picked up this tasteful message at breakfast and wanted to spread the word … This jam jar could’ve just said, “High fruit content.” But a message like that is too easy to overlook. Instead, someone used a double meaning to create both a literal product description (it’s jam, packed with fruit) and a short, sweet differentiator (it’s jam-packed with fruit). The takeaway? Sometimes, a little clever wordplay … [Continue reading]
Avoid the Guesswork Gap
One of our clients is a leading provider of workforce mobility. But what on earth is workforce mobility? Unless you’re in the industry, you could be thinking mobile phones … or travel management … or vehicle fleets … or who knows what else. For the prospect that’s never met you before (or for meetings with lots of different stakeholders), a generic term like “workforce mobility” can open up a Guesswork Gap. When your message falls … [Continue reading]
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