Brand Expression

be 2

Target audiences vary widely in terms psycho-graphic and socio-graphic characteristics, information needs, stylistic preferences, reading habits and media consumption patterns. Audience sentiments and behavioral predispositions also change overtime in response to events, market trends and other influences. With this understanding in mind, my partners and I approach brand expression with painstaking thoughtfulness, particularly about the following:

  • The Right Voice — Brands find their fullest and most forceful expression when they communicate through the prism of an authentic voice tempered by a sense of occasion. The voice of a brand, just as the voice of an singer, resonates most powerfully when it expresses an inner truth unobstructed by pretense — a truth in harmony with the yearnings of the audience. Far more than the skills of a storyteller (e.g., writer, videographer, web designer), effective brand expression requires a fearless self-awareness and a deep empathy for the beneficiaries of the brand. That’s why, at the most basic level, I help my clients (both corporate and individual) cultivate self-awareness, empathy and a fuller command of their own voice across direct as well as mediated interactions with their audiences.
  • The Right Medium — Brand expression works best when communicators forego dubious distinctions between “medium” and “message”. Often quoted but seldom fully appreciated, Marshall McLuhan’s proclamation — “The medium is the message” — continues to gain greater relevance for marketers and communicators. With the evolution of digital technology and social media, we see with increasing clarity that media and technology don’t just convey messages; they also reconfigure them, as they shape “the scale and form of human association and action”.  One practical implication of McLuhan’s work for “brand ambassadors” is that explicit messages (i.e., “content”) mainly serve to entice the audience, but the medium exerts a subtler and deeper influence overtime.

be 1

  • Editorial Services including content creation and curation
  • Thought Leadership in both traditional and emerging media
  • Letters to Shareholders in annual reports and crisis-related communications
  • White Papers on complex areas on technical research