Posts by Bill Fasig

Brand Messaging Clarity Trumps Cleverness

The grand and driving rule of effective brand strategy is authenticity.  Whatever your brand stands for, it has to be proven out in the actual customer experience, repeatedly, consistently and  universally.  That is also true in how you communicate your brand story.  At TopRight, we strive to discover and create a “6-Second Story” for our…

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Insulting the American Intellect: A Storytelling FAIL

How important is authenticity in telling your story, selling your service, describing your product, advocating your policy position? I think everyone would say “Very.” What happens when we miss this mark, as we all too often do? Tomorrow (Tuesday, December 9, 2014)  MIT professor and Obamacare architect, Jonathan Gruber, now famed for his extraordinary comments…

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