"Messages aren’t content. They’re used to shape content. So, as you create your content for each page and component, you’ll interpret the messaging for the audience and page context"
— E. Kissane in The Elements of Content Strategy
"The beauty of a simple and memorable brand driver is that it has greater potential to drive inspired branding. When those responsible for creating the branding understand exactly what the brand stands for, they can implement with greater precision and creativity"
— A. P. Adamson in Brand Digital — Simple ways top brands succeed in the digital world
"The job of the communication planner is to first consider all possible touch points. Next we refine the selection of these touch points by deciding which will achieve maximum synergy with the message. Is is through this process that we determine the combination of media exposure and consumer experiences"
— A. Young in Brand Media Strategy — Integrated communications planning in the digital era
"The search for value propositions that meet customer jobs, pains, and gains is a continuous back and forth between designing prototypes and testing them. The process is iterative rather than sequential. The goal of Value Proposition Design is to test ideas as quickly as possible in order to learn, create better designs, and test again"
— A. Osterwalder, I. Pigneur, G. Bernada, A. Smith in Value Proposition Design — How to create products and services customers want.
"Denizens of digiworld want interaction and nitty-gritty information. They want two-way communication. They want to be in control as they evaluate brands and pull information that is relevant to them"
— C. Kaputa in Breakthrough Branding — How smart entrepreneurs and entrepreneurs transform a small idea into a big brand
"A nonexistent or poorly executed web presence can brand you as weak or a B player. Bad reviews on online forums might define you as second rate or worse"
— C. Kaputa in Breakthrough Branding
"The digital era has armed consumers with information and choice. People feel that they know their brands and they want to be involved in analyzing them. They want to connect with brands and with each other in the buying process. And the Internet makes it easy for them to do this"
— C. Kaputa in Breakthrough Branding
"The core strategy sets the long-term direction for all your content-related initiatives—ensuring all activities, big or small, are working together toward the same magnificent future. Tactics might need to change, but core strategy stays consistent"
— K. Halvorson and M. Rach in Content Strategy for the Web
"Digital media adds complexity as well as opportunity to marketing plans. Traditional definitions of advertising have expanded in integrated communications"
— A. Young in Brand Media Strategy — Integrated communications planning in the digital era
"Select a primary goal, one that can be consistently tracked across all efforts. With that one goal in mind, you can create measurable objectives and keep all tactics focused on hem"
— A. Young in Brand Media Strategy — Integrated communications planning in the digital era
"In order to really know what your users’ goals are, you need to find a way to ask them. You also need to understand where they’re coming from, who else they’re talking to (competitors), what your audience segmentation is, and which messages will most likely convert and retain them"
— K. Halvorson and M. Rach in Content Strategy for the Web
"Know your target: Many MEPs are former members of national parliaments (about 35%) or former ministers or equivalent (about 15%), at both senior and junior levels. About one third (35%) of the MEPs are women…"
— C. De Cock in Lobby.eu — Survival guide to EU lobbying
"Connecting work on the brand to work on an organization’s strategy means that decisions about the brand are not made solely within the confines of communications and marketing departments, but must involve the organization’s leadership, board, and executive team"
— N. Laidler-Kylander and J. Shepard Stenzel in The Brand IDEA
