Insights

03 Jul 2021

How to create a brand identity from scratch

How to create a brand identity from scratch You’ve just started out: you have a product, but no language with which to communicate it. You’ve just started out: you have a product, but no language with which to communicate it. Tepid words form silent drops. The markers are wrongly placed. The real value has been…

03 Jun 2021

Digital Strategy

by Morris McLane

Is SEO still worth considering in 2021?

Is SEO still worth considering in 2021? SEO’s story arch is a decade in the making. SEO’s story arch is a decade in the making. From the lofty heights of pre-2011’s SEO content mills to the dreary lows of many questioning its significance, SEO has faced a journey familiar to many of our fictional characters:…

14 Apr 2021

Digital Strategy

by Morris McLane

Beginning anew: top priorities for a fresh digital communication strategy

Beginning anew: top priorities for a fresh digital communication strategy The start of any year can resemble a river of shifting priorities. This year is special, however; the river better resembles rapids, defying any attempt to stem its flow, to hold fast to an idea before it slips away. The start of any year can…

29 Mar 2021

Digital Strategy

by Morris McLane

Five ways to jumpstart a neglected digital communication strategy

Five ways to jumpstart a neglected digital communication strategy Normal is a misnomer. The world is always in a stage of change; what worked last year, what was tolerable, liked or disliked, is differently received this year. Normal is a misnomer. The world is always in a stage of change; what worked last year, what…

14 Feb 2021

Digital Strategy

by Morris McLane

The future of social media, and how it’ll influence your digital communication strategy

The future of social media, and how it'll influence your digital communication strategy Social media has been on an uneasy trajectory over the past few years. One of rising popularity and suspicion; its dominant cultural, social, and political position suspending it on a mountaintop of scrutiny. Social media has been on an uneasy trajectory over…

02 Jan 2021

Crisis Resolution

by Morris McLane

Authentic to the occasion: communication lessons during times of crisis

Authentic to the occasion: communication lessons during times of crisis What may be clear and unambiguous one day may be fraught and problematic the next. The discourses intrinsic to language are always changing, a shifting maze of meaning and interpretation that requires careful navigation and analysis. When everything is going well, it’s easy to know…

20 Dec 2020

Reputation Management

by Morris McLane

SEO in the misinformation age, and why its importance is growing

SEO in the misinformation age, and why its importance is growing The pandemic has changed how we view and use SEO, and heightened the onus on search engines to improve the accuracy of results. A decade ago, SEO reigned as a false king. Attention was drawn to the places that spoke loudest, rather than those…

10 Nov 2020

Reputation Management

by Morris McLane

Five ways digital communication is changing or will change, and what you can do to prepare

Five ways digital communication is changing or will change, and what you can do to prepare Digital communication is always changing, but sometimes – such as now – the natural rhythm of change receives an adrenaline shot of circumstance. Digital communication is always changing, but sometimes – such as now – the natural rhythm of…

28 Sep 2020

Awareness

by Morris McLane

Formulating digital communication strategy in the new normal: back to basics

Formulating digital communication strategy in the new normal: back to basics The world has changed. Possibly forever, but certainly for the near future. The most obvious change – digital connection as an everyday imperative – isn’t as much a change, however, as it is an acceleration The world has changed. Possibly forever, but certainly for…

07 Sep 2020

Analytics and Research

by Morris McLane

Connecting better: using customer insights to define customer engagement

Connecting better: using customer insights to define customer engagement Customer insights fuel communication strategies. On the surface, they’re simple: how customers act helps to determine their intent. Key takeawaysWe live in an age of communication mitigation, in which what is said doesn’t always reflect what is felt. For effective engagement strategies, discover what your audience…