Tag Archives: corporate communications

Creating a Narrative…

…to explain your numbers is a fool’s game. The story will usually suffer from logical holes that you’ll have to gloss over. (How many times have you heard “we’ll get to that later” to question about a story you’re being … Continue reading

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Your Customers Are Not Consumers

Kudos to Unilever’s CMO Keith Weed for starting to banish the word “consumer”¬†from the marketing vocabulary. Molds, fungi, and bacteria are consumers. People buy your products and services. In a talk at Cannes today, he discussed Unilever’s marketing transition from … Continue reading

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