-
2014-08-01
- Posted by: Christopher G. Fox
- Category: Branding, Content Management, Thought Leadership, Writing
As someone who both writes marketing content in healthcare and who advises companies on their content strategy and messaging, one of the most persistent and complex questions I come across in my work is the question of voice.
Look at it first from the patient perspective. Patients want content that is clear and easy to read, first of all, but as...
-
2014-07-22
- Posted by: Christopher G. Fox
- Category: Branding, Leadership, Thought Leadership
Yesterday's Fortune offers a set of amusing anecdotes on branding efforts gone wrong, I have no inside knowledge of what happened at Airbnb, Tropicana, Gap, or other companies mentioned in the piece, but all of them suggest an essential factor in the creative process - the political dynamic. It defines reason that no one on the creative team or on ...
As someone who both writes marketing content in healthcare and who advises companies on their content strategy and messaging, one of the most persistent and complex questions I come across in my work is the question of voice. Look at it first from the patient perspective. Patients want content that is clear and easy to read, first of all, but as...
Yesterday's Fortune offers a set of amusing anecdotes on branding efforts gone wrong, I have no inside knowledge of what happened at Airbnb, Tropicana, Gap, or other companies mentioned in the piece, but all of them suggest an essential factor in the creative process - the political dynamic. It defines reason that no one on the creative team or on ...