Amen to this from Dan Gray!
It’s official. Short is the new long (unlike this post perhaps!).
A few years ago, Kevin Keohane and I had the heretical notion that the answer to getting c-suite types to open their minds to the business value of brand and business communications was to merrily swim in the opposite direction to most of our brethren.
Where they tried to persuade people with pseudo-academic tomes full of detailed case studies and examples, we decided to take the path less travelled – short, unapologetically opinionated and no-holds barred synopses of critical insights and what to do about them.
So the 55-Minute Guide series was born, and a long-overdue scan of the books’ pages on Amazon would seem to suggest we were bang on.
If there’s a golden rule of branding, it’s to be authentic – to ensure that the gap between what you promise and what you deliver is as small…
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