Use a Statement of Principle to Inspire Business Communication — Communication is about making choices. The sharper the choices, the easier and better the communication works. That’s why it is interesting to make a manifest — a statement of principle for your brand. By choosing a manifest as a communications strategy, you create solid and substantive communication. There are plenty…

Campaigns to Make You Stop and Think — and Act for the Better — An interesting communication strategy to address difficult topics is Shock and Awe: controversial, confrontational, and/or shocking communication. In the 1990s, Benetton used United Colors of Benetton as its leading communication strategy. Their campaigns featured images to break taboos by portraying real and sometimes unexpected people together. As a teenager growing…

These Companies Aim to Change the World with Products That Shift the Conversation — By Cyril van Sterkenburg In 2017, Anne Miltenburg wrote the book Brand the Change, an ode to brands that not only sell products or services but while doing so put their entire sector upside down and take the lead toward a new world. …

Use Honesty to Connect with Consumers — One of the golden rules within communication is to make sure you highlight what makes you unique in your messages and means. So, what makes you unique? Most people will immediately look for their strength. But what if it’s your weakness that makes you stand out? Can you turn your…

Be Transparent About Your Actions, Even If You’re Not Doing Everything Right (Yet) — Last summer, Dutch discount brand Zeeman started selling its first scent: Air. Was it light and cheap perfume? Or was it a breath of fresh air in a world where nobody seems to wonder how the prices of luxury goods come about? In the campaign, Zeeman was completely transparent about…