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Author Archives: Michael Endy
Simplify Your Marketing
The message of today is simplicity. We can thank the recession, along with the relentless demands of living in a connected world. In this post-recession environment, we’ve all become more selective about what we buy. Even the way we think about consumption has changed. According to Dr. Kim Yarrow, in a recent issue of Psychology [...]
The Advantage of Authenticity
We live in a world of hype. Every day we’re bombarded by thousands of messages – commercials, billboards, search ads, print, on-hold, pre-roll and banners, point-of-purchase, spam and more. Buy me! Look at me! Hear me! Visit me! Everywhere you turn, someone is shouting. The hype mongers have blunted our ability to feel. I skip [...]
Telling an Integrated Story – Was Aristotle Wrong?
The great philosopher Aristotle taught us that all good stories need a beginning, middle and end; a hero and villain; rising action, climax and resolution. Pretty straightforward stuff that’s worked for storytellers from Sophocles to Shakespeare to Spielberg. But communication has changed since the ancient Greeks. And changed again since Jaws and Jurassic Park. People [...]
Perception and Reality in Communications
Here’s a news flash: Things aren’t always what they seem. This reality gap is especially true in communications. As business people and communicators, we have messages to distribute and stories to tell. The goal of our messages is to create change in a target audience… to get them to believe, buy, understand, act or learn. [...]
The Death of Spin