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Message-Centric

by Leslie Smith | Feb 5, 2015 | assessment, channels, content development, earned media, marketing plan, message, message-centric, messaging, objectives, owned media, paid media, strategies

Last week I mentioned that the message comes before the channels you choose to deliver that message. Here is a graphic that underscores that philosophy as McCormick L.A. puts it into action. The messaging, or content, accurately portrays and extends your brand—it’s...
It Doesn’t Mean Anything–Aging Acronym

It Doesn’t Mean Anything–Aging Acronym

by Leslie Smith | Sep 17, 2014 | acronyms, changing your name, marketing, name change, names, nonprofits

Every so often I meet a person who works for a company or nonprofit that has an acronym for a name. Too often when I ask what the acronym stands for they answer, “It doesn’t mean anything.” They might add, “it used to, but we moved away from that.” There’s a better...
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