Building a mythology
Whether you sell industrial valves or legal representation, you need to develop a way of communicating with your chosen marketplace that is memorable and leads to a clear understanding of your offering. It's the compelling story of what differentiates you from all others.

Commitment to strategy
Everyone talks about budgets and strategic plans, but when it comes to getting the work done, few of the participants have a real sense of these things. The very purpose of a campaign gets lost. Good storytelling starts with clarifying, simplifying and prioritizing, then demands these things be paramount to the creative process by commitment to a single, resonant message.

Knowing your audience
A good story is lost on the wrong audience. Coming to truly understand the people you choose to communicate with takes hard work and insight. Corporate imaging and branding are about connecting in a powerful way with the lifestyles, aspirations and needs of the people you do business with. Spending resources to understand your audience, before you start the creative process, is essential.

Telling a good story
When all is said and done, the challenge for every campaign is to tell a good story. Whether a press kit, an annual report, an ad or brochure, you have to keep the reader fully engaged. This comes from originality, along with a strong, intuitive organization of material.

Maintaining the myth
It's not enough to create a level of communications that compels the reader. There's a lot of work that must go into maintaining the mythology, the relationship. It comes through communicating constantly with your entire community, in a way that is true to the mythology you've created.