Strategy

Articles

Level 5 communication — why good is the enemy of great

Level 5 communication is absolutely crucial in the age of the algorithms. “Good communication” just won’t suffice in today’s media landscape.

Unique selling points are powerful — but should be used wisely and with purpose

Unique selling points are powerful, but as they have a finite shelf-life by design, we should always be careful not to make it only about them.

Why self-assessment of business data is mostly a bad idea

All companies are using business data to evaluate themselves. But the worse the performance, the bigger the risk for skewing the analysis.

How to deal with brandcallers

Brandcallers are everywhere in social media. ”Why doesn't your brand speak out against X?" Here's how to deal with them using the Supermensch approach.

Storycrafting — how to get people to talk about your startup

In terms of corporate communication, businesses in general — and startups in particular! — should focus less on storytelling and more on storycrafting.

The exploit PR strategy: Burger King and liking old tweets

In a recent campaign by Burger King, they liked old influencer tweets for effect. But using the exploit PR strategy does come with serious drawbacks and risks.

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