September 04, 2014
We normally tell organizations to stay positive in all their messaging—after all, even if you make a compelling point about someone else’s faults, no one likes a mud-slinger.
But Ikea’s recent Apple parody promoting their catalogue has me changing my tune. Or at least ready to make an exception to our “never knock the competition” rule.
September 20, 2013
In any line of work, but especially in ours, one word can make all the difference. This week we caught a rather serious ommission that completely confused the content of a news article. Katie Cronen walks us through the dangers of condensing messages with no thought for the language that is lost and the language that audiences need to hear.
August 26, 2013
When it comes to investments or donations, anything over a couple million dollars is impressive. But it’s often difficult for consumers to wrap their minds around the difference between $4m, $40m, and $400m. In the below case, tying the economics of the NYC film industry to a tangible benefit that people care about–teacher salaries–is a smart move. For communicators, the amount itself is easily forgotten unless it’s contextualized to be easily understood.
December 12, 2012
While attempting to sort out a hotel reservation over the phone, I recently spent a fair amount of time on hold, that special brand of waiting room. As the first robot operator I “spoke to” funneled me into a new holding pattern, somewhere amidst the din of soft rock that began playing I realized many companies could probably benefit from a little language strategy in this department.