branding

The commercial creative industry is either bracing for or embracing the fast-evolving use of text-to-image AI (artificial intelligence) software such as Lexica, DALL-E 2 and many more. These dazzling text-to-image apps allow users to create original images by simply typing in a few descriptive words. The output can combine concepts, attributes and styles, such as “an astronaut riding a horse in a photorealistic style.” For existing artworks, the software allows the user to create new...

Readying for an Imagery Industry Upheaval: Text-to-Image AI Apps

The characteristics that make content compelling and sticky on people-oriented social platforms can be a roadmap for the content you generate for your business. Content should be less about techy details and more about how an organization is helping customers and prospects. The messaging should include a company’s value (why it is useful), a company’s values (what it believes in) and equally important, like any impactful digital platform, the human factor (those that work at...

Content Worth Talking About, Or Not

In seventh grade, a small group of us students concocted a daylong game. We raised our hands during every classroom lesson to ask the teacher a succession of questions that began with the word “why.” “Why did the author spend two pages describing his dinner when a paragraph would do?” “Why does that formula work?” “Why exactly are we learning about British colonization of India?” Our goal: See how many why questions it took to...

‘Why’ Don’t We Delve Deeper into Brand Journalism

I could write a blog post about my usual topics intended to help you maintain a balance between your career and your personal life, or how to create compelling content marketing and use powerful imagery designed to influence your target audience. But, there is a global digital-culture phenom to acknowledge—Ukrainian President Volodymyr Zelenskyy. I’m one of Zelenskyy’s 16.8M (and rising) followers on Instagram. I also consume any-platform news stories about Zelenskyy’s relentless defense of Ukraine’s independence...

Digital-Culture Phenom in Our Midst  —  Ukrainian President Zelenskyy

Before my recent move to temporary housing, I gave away all of my gently worn dinnerware … except for a few favorite mugs that, unlike others, keep my tea hot and four pasta bowls that proved indestructible. I’ve since been searching online for the perfect replacement dinnerware set for use in my new forever home that is due to be ready this summer. I’ve been fervently researching mass-produced dinnerware to assure a purchase that will...

Building Trust, Not Just Brand Recognition

The custom content order made it clear this piece of content marketing would be a challenge. Not because of the topic—pharmacogenomics—but because of the target audience: pretty much everyone in healthcare. And I had 750 words to satisfy senior executives, clinicians and frontline IT professionals. Anyone in content marketing will tell you that’s a tall order. Executives think strategically and seek top-line information to make better informed decisions around organizational growth. Those further down the...

5 Ways to Ensure Your Content Marketing Lands Well

Your company has its values established and adheres to them … right? And if they do, as an employee, you know your company’s values and abide by them … right? (Even better for all if your personal values align with those of your company.) “Yes” and “yes” should ideally be your response.  The core standards that companies embrace are what shapes the essence of their identities. These standards, or values, support a vision that create their...

The Importance of Upholding Company Values

Here’s the truth: I skip over your online content marketing (blogs, media announcements, videos, knowledge center resources, websites, social media posts and more) when your imagery, or lack of, fails to capture my attention. And, as a career creative director, it’s not a unique response that just I experience; it’s a universal human response.  People react to and process visual data better than any other type of content. The human brain processes images 60,000 times...

Hey, Look at Me! Why and How to Leverage Imagery in Content Marketing

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