3 min read
Pat Heffernan: 10/5/17 2:30 PM
Brand and branding are terms you hear used and misused daily in marketing and advertising. Once terms used only by those working in the field or by...
3 min read
Pat Heffernan: 9/14/17 10:00 AM
Do you worry about saying bad words? I know sometimes I feel as if I spend an inordinate amount of time thinking about how to avoid bad words and...
4 min read
Pat Heffernan: 8/10/17 4:45 PM
While officially this is the second in a series of posts about changing minds and message framing, you may be interested because it can also be...
2 min read
Pat Heffernan: 8/1/17 10:04 AM
Signs abound of a growing sustainability language disconnect between marketers’ communications and what consumer and business customers understand,...
2 min read
Pat Heffernan: 7/13/17 10:00 AM
Yes, it takes a lot of work to create a stellar piece of content today. And there are no shortcuts. You need to develop the content strategy idea, do...
1 min read
Pat Heffernan: 7/6/17 10:00 AM
I expect What’s In It For Me (WIIFM), to be crystal clear. And your customers do too.
2 min read
Pat Heffernan: 6/15/17 10:00 AM
If you’re like most change communicators I know, you spend quite a bit of time keeping up on what’s known and what’s new in communication, persuasion...
2 min read
Pat Heffernan: 5/4/17 10:00 AM
For many years the message triangle has been one of the tools I use most often for clients and for myself. Whenever a major speech, news event or...
2 min read
Pat Heffernan: 4/6/17 10:00 AM
We were ‘talking shop’ over breakfast recently, as business people are wont to do. After several mentions of ‘collaborative this’ or ‘collaborative...
4 min read
Pat Heffernan: 3/9/17 10:00 AM
When you believe in a cause, it becomes your baby, and one of the hardest things to do is let go of its name. For decades now I have been writing,...
3 min read
Pat Heffernan: 2/9/17 10:00 AM
If you are seeking positive change, you know your language choice matters. Your nightmare is to inadvertently use a word that triggers a frame in...
3 min read
Pat Heffernan: 1/12/17 10:00 AM
You’ve read the statistics about the power of visuals (especially infographics). You know visual content is more likely to have an impact, to be...
