"People don't care how much you know until they know how much you care.” ―Theodore Roosevelt 
Generous people build healthy brands

Content for the Win | Vol. 6, No. 1

Generosity is something all brands—and people working to relay brand value—can focus on and benefit from. To be generous is to be open to new ideas, new people, and new ways of doing things. That's the proper posture for a brand, and it's the proper posture for the management team responsible for taking care of the brand. 

Brand communicators must allow for and foster feeling in their work. The pursuit of metrics and ROI is ever present. Regardless, persuasion is both art and science and the agency's role is art first and science second, unless the agency in question does not run on creative outputs (and to my mind that's not an agency).


Brands that are passionate and generous gain a wicked marketplace advantage, while the competition drags its knuckles. Starbucks creates community centers that happen to serve coffee. REI sends members a refund check every year, locking in a lifetime of loyalty. What can you do to emulate the masters and open your brand's heart chakra?

Let's walk and talk...

Marcom Minutes
  1. We are publishing on a quarterly basis in 2017. You can expect your next issues of "Content for the win" to arrive on 6/1, 9/1 and 12/1.
  2. Please see this brilliant documentary film: I am Not Your Negro.
  3. You think you are overworked? Elephants in the wild only sleep two hours per day.
  4. "From day one, your priority as a manager should be to create good personal relationships with team members." #reminder
  5. This client recommends that brand managers spend a "ridiculous amount of time" getting to know their next agency.
  6. If you're up for a scroll, I appear way down in this list of Expert Tips on how to future-proof your content strategy. 
  7. Making complex things simple and compelling enough to act on and pay for—that's the job of a copywriter.
  8. Now on the Bonehook blog: Timeless New Business Commandments. 
Bonehook is a guide service and bait shop for brands. Charter your next expedition into customer waters. 
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"A brand is the most valuable piece of real estate in the world; a corner of someone's mind.” -John Hegarty

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