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Courageous brand stories in website design

By Suzette Garvey on August 11, 2020

Website design ― at its best — amplifies an excellent customer experience. It also provides an opportunity for a courageous brand story. Why courageous? Because bold storytelling pushes the next layers of excellence to the surface. Or, you could just leave it to chance ... not recommended. Here's why. Strategic storytelling involves research that includes […]

The 8 Ts for building a crisis communication plan

By Suzette Garvey on June 2, 2020

Adversity is a fire that refines us as it burns. Despite the heat, you and I sometimes willingly step into it. Why? Because we know many of life’s greatest achievements follow adversity. Unfortunately, there are times we're thrown into the fire — responding based upon habits or, better yet, with foresight and a crisis communication […]

Audience personas sketch life into marketing

By Suzette Garvey on April 29, 2020

Audience personas move beyond segmenting what's complex and serve as a visual tool for greater understanding. They describe customers who share similar characteristics. They help marketers better understand how to serve fellow human beings. While one-on-one conversations between brand leaders and customers would be ideal, individual conversations won’t fully represent all customers. Human behavior has […]

Prioritizing your best marketing channels

By Suzette Garvey on March 31, 2020

Reaching out to others for marketing purposes should be met with the same care as any other communication goal. As we strive to bring value to one another through our talents, be it products or services, it can be dizzying when deciding how best to connect and which marketing channels to choose. This is true […]

The story behind naming your business

By Suzette Garvey on February 18, 2020

Naming your business could occur spontaneously or painstakingly. Either way, your business name carries a lot of responsibility. The name had better align with your key differentiators, audience and culture. It had better be legally available, too. Oh, and eventually someone's bound to ask you about the story behind it. In the interest of success and […]

Developing creativity: Finding extraordinary among the ordinary

By Suzette Garvey on February 6, 2020

Developing creativity is directly tied to your time spent in pursuit of this seemingly elusive commodity. Surely, you are familiar with people who embody creativity. Then, there are others who claim no creativity at all. A 2016 global study by Adobe confirms we’re our own worst critics. Less than half of us consider ourselves creative; about one-third […]

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