Compelling communication is like an apple. It’s got a shiny red exterior to attract attention, tasty and nutritious pulp to sink your teeth into, and a seed core that holds the DNA— the essence of being an apple.

At aasman, we see communications projects as apples. We get to our client’s brand truth in order to articulate the right message (the core). Then we build on it to create compelling communications with a strategic focus, always keeping what the target audience needs and wants to know at top of mind (the substance).

Finally, in order to get the message, the audience has to bite, so we make sure that we “sell it” by buffing the exterior. Through the innovative tactics, robust copy and distinctive design of the shiny red exterior, we make sure it all goes down easy.

Creating communications campaigns and initiatives that satisfy your audience is a challenge for every organization. Many look around and see creative and captivating shiny red exteriors and think, “I want that too.” These companies then spend a lot of time and energy buffing up a shiny red exterior for themselves.

Unfortunately, if you expend all that energy on the exterior and little on the substance, you could be left with nothing but a shell. If that’s the case, there’s a good chance whatever you do will leave your audience with a bad taste in their mouth.

Next time you need to launch a communications project, be it a website, a press release, a campaign or something as simple as an internal memo, try building off of your brand’s DNA core then grow outwards. Keep doing that and I guarantee that your communications will become much more fruitful.



Be the first to comment

Most Read Articles

Taking Advantage of Tourism

With warmer weather comes…tourists. Whether we like it or not, for the next couple of months… Read more

The Lowdown on Slouching

From childhood we are told to “sit up straight” and “stop slouching.” But if slouching is… Read more

The History of the Pencil

Today, we are going to learn about an item that we use everyday but rarely give… Read more

10 Things You Probably Don’t Know About Albert

  1. English is my second language. 2. Once a year, I make the world’s best… Read more

Aasman Summer Potluck

Earlier this week, all of the folks at Aasman prepared their favourite dishes, left the office… Read more

Last day for feedback on the Peel Watershed

You've seen it in the newspaper. You've seen it on Facebook, radio, posters, on a stage,… Read more