Beyond the Corporate Blur: Creating Simple, Powerful Messages in Complex Organizations

  • Author(s) Donna Thach
  • Published March 14, 2016
  • 5 Pages
  • Category Content & Communications
  • Type Member Research
  • 5 Pages
  • .PDF Format

As companies roll out new offers and reposition themselves in fast-changing markets, effective branding requires radical simplification of your core corporate story. To minimize message fragmentation and “corporate blur,” marketers need a simple idea that drives the story and enables consistent and supportive messaging across even the most complex organizations.

Kate Manasian, Managing Director of strategic brand consultancy Manasian & Co., explains the process for finding the simple truths that lie within large organizations and offers strategies for expressing that message effectively around the edges.

This document is available at no charge to employees of an ITSMA member company. It’s also available for sale to non-members.
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