by Cassie Arnold | Mar 28, 2023 | Branding, Communications, Persuasion
Last week the Economist reminded me of an important fact about language: Redundancy is good. That may sound odd coming from me if you are familiar with my many rants about using fewer, and smaller words. But repetition is a best practice when...
by Cassie Arnold | Nov 7, 2022 | Branding, Communications
In the last couple of years, I doubt I’ve seen a posting for a marketing communications job or a profile of a marketing communications pro that didn’t include the word “storyteller”. To me, this phrase brings to mind my Celtic forebears sitting around a peat fire...
by Cassie Arnold | Mar 15, 2022 | Advertising, Branding, Communications
Based on more than a dozen years’ experience working with early-stage companies here’s the five bits of advice I give any would-be client: Be Consistent It takes longer than you can possibly imagine for your message to “seed” with your targets. In no time at all your...
by Cassie Arnold | Aug 31, 2021 | Branding, Communications, Persuasion, Sales
Depending on your generation, these phrases all mean the same thing: People don’t like to read. It takes much more effort to write something short and compelling than it does to ramble on padding sentences with equivocations and contingencies. But the effort is...
by Cassie Arnold | Aug 13, 2020 | Advertising, Branding, Communications, Persuasion
With the selection of Kamala Harris as Joe Biden’s running mate, it was time for Biden campaign (Biden/Harris that is) to role out a new brand. A while back I took a look at the logos of the various Democratic candidates and noted that many of the logos...
by Cassie Arnold | Feb 4, 2020 | Branding, Communications
I’ve often felt I should warn clients that design projects can end up like bathroom remodels, costing twice as much and taking twice as long. But like your bathroom, you can control costs if you make the right decisions at the right times. Let’s take the example of a...
